Egypt's Tourism Ministry Denounces Fake Messi Promo for Grand Egyptian Museum, Launches Legal Action
A recent social media storm has swept through Egypt after the circulation of an artificial intelligence-generated video claiming to be the official promo for the upcoming inauguration of the Grand Egyptian Museum (GEM), set for November 1.
The video depicted world-renowned football stars Lionel Messi and Mohamed Salah, alongside leading Egyptian celebrities, prompting both fascination and skepticism among viewers.
The Unofficial Video: Social Media Frenzy
This viral trailer, professionally rendered with AI technology, was shared widely on platforms like X (formerly Twitter), Instagram, and TikTok. In it, Messi and Salah appear with Egyptian stars such as Yousra, Karim Abdel-Aziz, Mona Zaki, and Nelly Karim, suggesting a global campaign to celebrate Egypt's largest, most ambitious cultural project to date. The museum, built near the Pyramids and poised to be a world tourism landmark, has already generated buzz for its anticipated international draw.
However, public excitement quickly turned into heated debate after local billionaire Naguib Sawiris weighed in. Sawiris posted on X, critiquing the video and questioning the necessity of Messi's appearance given Egypt's own star, Mohamed Salah, captioning: 'When we have the Egyptian Mohamed Salah, then we don't really need Messi, right?' [Read Sawiris's X post here](https://twitter.com/NaguibSawiris/status/1954604423172542516).
The Government Response: Official Denial and Legal Action
Shortly after the video's rise, Egypt's Ministry of Tourism and Antiquities released a decisive statement denying any involvement:
- 'This video does not represent the official announcement of the Grand Egyptian Museum inauguration,' the ministry declared.
- No promotional content for the GEM's opening has been officially published by the ministry or its media partner, the United Media Services Company.
- The ministry described the clip as 'falsified content that infringes on intellectual property and public performance rights' and announced it is taking legal measures against the individuals and entities responsible for its production and dissemination[1].
The ministry further cautioned citizens and media outlets against sharing or trusting unofficial materials, stating that all official content will be released via sanctioned government channels and the museum's own digital platforms.
The Making of the Video and Its Fallout
Investigations revealed that the fake promo was AI-generated, raising alarms over deepfake technology and copyright abuse in Egypt's growing media landscape. Reports emerged that the video's producer had been arrested for violating intellectual property rights and falsely attributing content to the country's most prestigious cultural institutions.
Sawiris's critique added fuel to the debate, highlighting Egyptian pride in local stars and questioning the reliance on international figures for national marketing. His post garnered thousands of interactions, reflecting a wider sentiment among Egyptians celebrating their own icons.
Public and Media Reactions
Commentary ranged from amusement to outrage:
- Some felt the inclusion of Messi was a clever nod to Egypt's global ambitions in tourism.
- Others, like Sawiris, argued that Egypt's richness in talent—exemplified by Salah—should remain central to the museum's branding.
- Media analysts warned of the dangers of misinformation and AI-generated content, particularly as Egypt prepares for an event of such scale and visibility.
### Official Inauguration Date and Expectations
The Grand Egyptian Museum's eagerly awaited opening is scheduled for November 1, as confirmed by the Presidential Cabinet. The event is set to host dignitaries worldwide and mark a historic milestone in Egypt's cultural diplomacy[1].
Prime Minister Mostafa Madbouly confirmed that preparations are underway for a truly exceptional international gathering, with the museum expected to position Egypt at the heart of the global heritage tourism industry.
Egypt's experience with this viral deepfake video underscores the critical need for verified content in public communication, especially as digital technologies blur the line between reality and fabrication. As legal proceedings continue against the video's creators, authorities urge the public to rely solely on official sources for news about the Grand Egyptian Museum's grand inauguration.
**For the original X post by Naguib Sawiris, visit:**
https://twitter.com/NaguibSawiris/status/1954604423172542516
This story illustrates how rapid digital innovation—and the risks associated with AI-generated media—can ignite national conversations, especially around events of major significance.
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SeeNews A recent social media storm has swept through Egypt after the circulation of an artificial intelligence-generated video claiming to be the official promo for the upcoming inauguration of the Grand Egyptian Museum (GEM), set for November 1. The video depicted world-renowned football stars Lionel Messi and Mohamed Salah, alongside leading Egyptian celebrities, prompting both fascination and skepticism among viewers. The Unofficial Video: Social Media Frenzy This viral trailer, professionally rendered with AI technology, was shared widely on platforms like X (formerly Twitter), Instagram, and TikTok. In it, Messi and Salah appear with Egyptian stars such as Yousra, Karim Abdel-Aziz, Mona Zaki, and Nelly Karim, suggesting a global campaign to celebrate Egypt's largest, most ambitious cultural project to date. The museum, built near the Pyramids and poised to be a world tourism landmark, has already generated buzz for its anticipated international draw. 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