Latest news with #Sohour
Zawya
07-04-2025
- Business
- Zawya
Egypt: Real estate developers spend over $39mln on story-driven ads in Ramadan 2025
Egypt - Ramadan is a season of reflection, connection, and shared rituals. Across Egypt, families come together over Iftar and Sohour, creating memories that transcend the holy month. For brands, this period has evolved into a cultural and commercial milestone, where emotionally rich campaigns spotlight generosity, warmth, and the meaning of home. In 2025, real estate developers embraced this moment more than ever, spending over EGP 2bn on advertising during Ramadan, according to The Board Consulting's Ramadan Ads Insights Newsletter. This significant investment highlights how deeply the sector has embedded emotional storytelling into its broader marketing strategy, leveraging one of the most watched seasons of the year to build long-term brand equity and engage audiences. Over the past three years, Ramadan advertising in real estate has steadily intensified. In 2023, developers launched 12 campaigns. That div climbed to 22 in 2024 and reached 24 in 2025, reflecting a more crowded and competitive media environment. Of this year's 24 campaigns, 11 promoted specific projects from developers such as TMG, Palm Hills, Cred, Hyde Park, Tameer, and Modon. The remaining campaigns focused on corporate branding, with familiar names like TMG and Wadi Degla taking center stage in multiple initiatives. Among the standout launches was Jirian—a major new development introduced by Palm Hills, Mountain View, and Nations of Sky. Positioned as a transformative addition to Egypt's real estate landscape, Jirian spans 1,400 acres near Mehwar El Sheikh Zayed and aims to reconnect West Cairo to the Nile, reimagining waterfront living as part of a grand urban vision. Other developers pursued more unconventional creative paths. Madinet Masr released a two-part campaign that balanced satire and sincerity. One ad humorously highlighted the everyday spirit of helpfulness, while the other embraced the quieter joys of modern life. Arabia Developments departed from traditional formats with a bold, fast-paced campaign composed of six 15-second episodes, marking a shift toward disruptive storytelling styles. Margins Developments leaned into nostalgia, reuniting iconic personalities Esaad Younes and WAMA—along with their children—in a campaign that celebrated the idea of home as a place of generational continuity and emotional grounding. Modon Developments, meanwhile, garnered attention with a clever marketing twist. As the company expanded into Ras El-Hekma, some viewers confused it with the similarly named UAE-based Modon Properties, which manages the same destination. Modon's outdoor campaign appeared to lean into this ambiguity—intentionally or not—prompting increased interest and driving up call center inquiries, a valuable outcome in a market where attention translates into potential leads. Performance on social media also played a key role in gauging campaign impact. By March 30, TMG emerged as the most viewed brand online, recording 199.5 million views. Organi Group followed closely with 194 million, while Madinet Masr reached 184.5 million. Hyde Park garnered 163.7 million views, and The Marq Communities attracted 107.9 million. On the project level, Jirian stood out with 33.5 million views, followed by Tameer's project with 29.2 million, El Attal Holding with 25.1 million, N Developments with 22.3 million, and Beta Developments with 20.2 million. In contrast to the wave of new campaigns, the absence of several major players from Ramadan 2025's advertising scene was especially noticeable. Ora, Mountain View, Misr Italia, ERG, and Khaled Sabry Developments—all of whom had launched high-profile campaigns in 2024—opted not to advertise this year. Their previous work leaned heavily on emotional storytelling, celebrity appearances, and aspirational themes. Their absence may signal a strategic recalibration, perhaps driven by budget adjustments, a focus on off-season campaigns, or a pivot toward more niche, performance-driven efforts. At the same time, this shift opened the field for rising players to capture more attention and redefine the competitive landscape. Overall, Ramadan 2025 marked a more introspective and emotionally grounded phase for real estate advertising in Egypt. Although the number of campaigns grew slightly, the creative tone took a noticeable turn—from flashy spectacles to more thoughtful and authentic storytelling. Themes such as home, connection, and belonging dominated the narrative arc of many campaigns, with developers embracing a broader emotional palette that ranged from humor and nostalgia to understated elegance. Celebrity endorsements, though still present, played a more restrained role, often used to deepen emotional resonance rather than simply attract attention. The season demonstrated that in today's saturated media landscape, resonance matters more than reach, and authenticity holds more power than elaborate visuals. In a Ramadan season defined by reflection, developers discovered that the most compelling campaigns were those rooted in sincerity. Storytelling took the lead, and authenticity emerged as the true star.
Al-Ahram Weekly
27-03-2025
- Entertainment
- Al-Ahram Weekly
Beyond Preparation: How Ramadan preps on TikTok fuels creativity all Ramadan long - Sponsored
As the holy month of Ramadan brings families together in Egypt, there is more than just the act of reflection and fasting but there is also a renewed sense of creativity and community. The hashtag #RamadanPreps on TikTok has become the go-to source for inspiration, not only in the lead-up to Ramadan but throughout the entire season. This movement is much more than just early preparations; it is a space where the Egypt community continue to reimagine traditions with new ideas, decorations, and thoughtful ways to give back. From innovative DIY home décor to unique charity initiatives, #RamadanPreps encourages fresh inspiration at every stage of Ramadan. Whether it's designing beautiful tablescapes for Iftar, crafting handmade lanterns mid-season, or finding creative ways to care for your skin while fasting, there is always room for more creativity. Food trends also evolve throughout the month, with new recipes and presentation ideas keeping the celebrations vibrant and engaging. Through #RamadanPreps, the community continues to share, inspire, and reimagine Ramadan traditions, proving that creativity has no bounds—before, during, and even after the holy month. Beyond Tradition: Creating a Memorable and Elegant Iftar Experience This year, Egypt's Iftar setups have moved beyond tradition, as the community continues to elevate the meal into a thoughtfully curated event. On TikTok, users are sharing elegant and creative ideas, such as gold and white-themed Iftar tablescapes, that transform the dining experience into a memorable celebration. Every detail, from entrance décor to the food presentation, is carefully crafted to create a harmonious ambiance. Creators like Yasmine Zallat have captured the spirit of this transformation by sharing her DIY table-setting ideas and Ramadan Packing series. By incorporating handmade touches, she encourages her followers to add a personal touch to their own gatherings, turning simple meals into unforgettable moments of connection. In addition to creative Iftar ideas, many creators also highlight the importance of giving back, using their platforms to promote charitable donations and acts of kindness. TikTok Creativity: How Local Brands Launch Unique Ramadan Collections Even in business and local brand products, people showcase their creativity on TikTok by documenting their journey through the creation process for Ramadan. They release special Ramadan collections with unique touches that align with the season, whether summer or winter. For example, Venti adapts its offerings accordingly. When it comes to food in #RamadanPreps, food reviews take center stage as the Double Y couple shares their experiences with Sohour and Iftar. They provide honest ratings of the overall Ramadan dining experience, offering genuine reactions while also inspiring their audience to contribute to nonprofit organizations. Ramadan and Self-Care: A Season for Renewal and Healthy Habits Ramadan is not only a time for spiritual reflection and community but also an opportunity for self-care and positive lifestyle changes. More people are embracing #RamadanPreps as a way to prioritize their well-being, whether by adopting healthier habits, staying hydrated, or maintaining a balanced diet during Iftar and Sohour for example Farida Ramadan for easy Sohour Smoothie. Even skincare has become a part of the Ramadan routine, with many focusing on hydration and nourishment to keep their skin glowing throughout the month. Taking care of yourself during Ramadan is just as important as any other preparation, making self-care an essential part of the season. As the month progresses, TikTok remains the ultimate destination for discovering amd exploring Ramadan traditions. Its powerful search engine enables users to explore, get inspired, and stay entertained with the endless creative content being shared. From family-friendly activities to innovative Iftar setups and charitable initiatives, TikTok is shaping how the community experiences Ramadan, bringing together inspiration, creativity, and community at every turn. Follow us on: Facebook Instagram Whatsapp Short link:
Al-Ahram Weekly
27-03-2025
- Entertainment
- Al-Ahram Weekly
Feature Story: Beyond Preparation: How Ramadan preps on TikTok fuels creativity all Ramadan long - Sponsored
As the holy month of Ramadan brings families together in Egypt, there is more than just the act of reflection and fasting but there is also a renewed sense of creativity and community. The hashtag #RamadanPreps on TikTok has become the go-to source for inspiration, not only in the lead-up to Ramadan but throughout the entire season. This movement is much more than just early preparations; it is a space where the Egypt community continue to reimagine traditions with new ideas, decorations, and thoughtful ways to give back. From innovative DIY home décor to unique charity initiatives, #RamadanPreps encourages fresh inspiration at every stage of Ramadan. Whether it's designing beautiful tablescapes for Iftar, crafting handmade lanterns mid-season, or finding creative ways to care for your skin while fasting, there is always room for more creativity. Food trends also evolve throughout the month, with new recipes and presentation ideas keeping the celebrations vibrant and engaging. Through #RamadanPreps, the community continues to share, inspire, and reimagine Ramadan traditions, proving that creativity has no bounds—before, during, and even after the holy month. Beyond Tradition: Creating a Memorable and Elegant Iftar Experience This year, Egypt's Iftar setups have moved beyond tradition, as the community continues to elevate the meal into a thoughtfully curated event. On TikTok, users are sharing elegant and creative ideas, such as gold and white-themed Iftar tablescapes, that transform the dining experience into a memorable celebration. Every detail, from entrance décor to the food presentation, is carefully crafted to create a harmonious ambiance. Creators like Yasmine Zallat have captured the spirit of this transformation by sharing her DIY table-setting ideas and Ramadan Packing series. By incorporating handmade touches, she encourages her followers to add a personal touch to their own gatherings, turning simple meals into unforgettable moments of connection. In addition to creative Iftar ideas, many creators also highlight the importance of giving back, using their platforms to promote charitable donations and acts of kindness. TikTok Creativity: How Local Brands Launch Unique Ramadan Collections Even in business and local brand products, people showcase their creativity on TikTok by documenting their journey through the creation process for Ramadan. They release special Ramadan collections with unique touches that align with the season, whether summer or winter. For example, Venti adapts its offerings accordingly. When it comes to food in #RamadanPreps, food reviews take center stage as the Double Y couple shares their experiences with Sohour and Iftar. They provide honest ratings of the overall Ramadan dining experience, offering genuine reactions while also inspiring their audience to contribute to nonprofit organizations. Ramadan and Self-Care: A Season for Renewal and Healthy Habits Ramadan is not only a time for spiritual reflection and community but also an opportunity for self-care and positive lifestyle changes. More people are embracing #RamadanPreps as a way to prioritize their well-being, whether by adopting healthier habits, staying hydrated, or maintaining a balanced diet during Iftar and Sohour for example Farida Ramadan for easy Sohour Smoothie. Even skincare has become a part of the Ramadan routine, with many focusing on hydration and nourishment to keep their skin glowing throughout the month. Taking care of yourself during Ramadan is just as important as any other preparation, making self-care an essential part of the season. As the month progresses, TikTok remains the ultimate destination for discovering amd exploring Ramadan traditions. Its powerful search engine enables users to explore, get inspired, and stay entertained with the endless creative content being shared. From family-friendly activities to innovative Iftar setups and charitable initiatives, TikTok is shaping how the community experiences Ramadan, bringing together inspiration, creativity, and community at every turn. Follow us on: Facebook Instagram Whatsapp Short link:
Al-Ahram Weekly
26-03-2025
- Health
- Al-Ahram Weekly
Israeli attacks continue on Gaza - World - Al-Ahram Weekly
Israel's resumption of its attacks on Gaza have let to the deaths of nearly 700 more Palestinians and the wounding of over 1,000 others At least 41 Palestinians were killed in pre-dawn Israeli air attacks across the Gaza Strip on Sunday. Among the dead was Hamas senior leader Salah Al-Bardawil, who was killed along with his wife in a tent shelter in Khan Yunis in southern Gaza. Since Israel unilaterally terminated a two-month ceasefire last week and renewed its attacks on the Strip, 673 Palestinians have been killed and more than 1,233 wounded, according to the Health Ministry in Gaza. The Israeli army issued orders for the full evacuation of the Tel Al-Sultan neighbourhood in Rafah in southern Gaza, designating the area as a 'dangerous combat zone' and forcing thousands to flee their homes and face displacement during the Muslim holy month of Ramadan. At approximately 2:20am on 18 March, Israel resumed its military offensive in Gaza, shattering hopes for a lasting ceasefire and plunging the besieged enclave into yet another wave of destruction, as the Israeli Army launched sudden aerial attacks on heavily populated parts of the Strip, including Rafah, Khan Yunis, Deir Al-Balah, Nuseirat, Bureij, Al-Zaytoun, Al-Karama, Beit Hanoun and Gaza City, ending a two-month-old ceasefire. Hostilities erupted after ceasefire negotiations between Israel and Hamas over the second phase of the hostage-swap deal, which took effect on 19 January, collapsed. Before the attack, Israel had tightened its blockade on Gaza, banned the entry of humanitarian aid and cut electricity since 1 March. The initial wave of attacks resulted in the deaths of more than 413 Palestinians, mostly women and children, health officials in Gaza said. The Israeli offensive has dramatically worsened the already dire humanitarian conditions in Gaza, pushing the besieged enclave into a renewed cycle of violence and devastation. Amid relentless bombardment, severe shortages of food, water, and medical supplies, and the collapse of the healthcare system, civilians are bearing the brunt of the renewed hostilities in what has become an unlivable war zone. Mohanad Mortaja, a high school student, described the 18 March attacks as the deadliest since the first weeks of the conflict that started in October 2023. 'It felt just like the first day of the war. My mother was preparing Sohour [the Ramadan dawn meal] for us as we sat together under the dim glow of a battery-powered light. It was a bitterly cold night, and we had only a little food to sustain our fast for the next day.' 'Suddenly, a powerful airstrike shook the ground, hitting a building at the end of our street. We screamed in terror, and our bodies trembled. In shock, my mother dropped the plates, while her hands shook with fear,' he added. Hundreds more people were killed as Israel sent its troops deeper into areas it had already withdrawn from in the central Gaza Strip, and issued evacuation orders for several neighbourhoods in the wake of last week's attack. The UN Office for the Coordination of Humanitarian Affairs (OCHA) reported that leaflets were dropped over Beit Lahiya and Beit Hanoun in the shattered north of the Strip, as well as eastern Khan Younis in the south, ordering residents once again to leave their homes. As the strikes continue, families are scrambling to find shelter. Hadeel Al-Madhoon, 56, from Beit Hanoun pitched her tent in the Islamic University courtyard in Gaza City. 'Where will we go? I'm staying here, even though it's all rubble,' she said. 'Every place in Gaza has been destroyed. This is the tenth time I've had to move, but it doesn't matter anymore. It's an evil world.' The sight of tents filling the streets of Gaza is a painful reminder of loss. These are not just pieces of fabric, but stories of homes reduced to rubble, memories torn apart, and dreams cast into uncertainty. Each person in these tents once had a home. Now, the open sky is their only roof, and the streets are their only shelter. Since 18 March, Gaza has been engulfed in a severe humanitarian crisis. Israeli airstrikes have resulted in substantial civilian casualties. The heaviest of the coffins have been the smallest, since 173 children have been among the over 400 Palestinians killed as Israel resumes its military operations, health officials in Gaza said. Baby Banan Al-Salut never got to celebrate a single birthday, for example. She was born in the war and killed in the war. Images of her body in her rainbow clothing went viral and were among the first from Gaza after Israel broke the ceasefire. Mohamed Naim Shaaban, nine months old, was killed alongside his mother, uncles, and cousins. Mohamed, Tareq, Lana, Aya and Wateen Al-Hamaedah were siblings who were killed by an Israeli airstrike while they were sleeping in a tent. Sisters Jannat and Misk were killed alongside their mother Shadha in Deir Al-Balah. Bisan and Ayman were siblings who were killed in Israeli attacks on Khan Younis. Entire Palestinian families remain trapped under the rubble, while civil-defence teams race to respond to the pleas of others who have lost their loved ones due to the intensifying Israeli airstrikes on Gaza. Meanwhile, in Khan Younis rescue teams managed to pull a 25-day-old toddler, Ella Osama Abu Dagga, from the rubble of a collapsed apartment building after an Israeli airstrike. Sadly, Ella lost her brother and parents, and she is now in the care of her aunt Soad Abu Dagga. Gaza's Civil Defence Spokesman Mahmoud Basal warned of the devastating impacts of the massive Israeli campaign on Gaza's infrastructure, pointing out that relief efforts to retrieve bodies from the debris are extremely difficult in the light of the continuous Israeli airstrikes and lack of equipment. He urged the international community to take urgent action and ensure the swift delivery of humanitarian aid to address the growing needs of those affected. The resumption of hostilities in Gaza has further strained municipal services, leading to increased displacement and infrastructure damage. According to American Near East Refugee Aid (ANERA), an NGO, as of 24 February Gaza City alone has seen the accumulation of approximately 170,000 tons of waste in streets and temporary landfills. This crisis has been exacerbated by restricted access to the main landfill east of the city and the destruction of nearly 80 per cent of the municipality's vehicles. Between 2 and 15 March, the Palestinian Water Authority and the Coastal Municipalities Water Utility reported a daily average production of 127,022 cubic metres of water across the Gaza Strip. Of this, 33 per cent was sourced from operational seawater desalination plants and Israeli supply lines, while 67 per cent came from municipal groundwater wells. UN Deputy Spokesperson Farhan Haq said in a news briefing that the closure of the crossings into Gaza is severely disrupting relief operations and worsening an already catastrophic situation. Humanitarian organisations have raised the alarm over severe shortages of essential supplies, including food, potable water, clothing, and blankets. The ongoing war and strict restrictions on humanitarian aid have also dramatically exacerbated hunger. The people of Gaza are no longer looking for complete meals due to the depletion of stocks such as of flour and sugar and prices that have risen by about 300 per cent. Many families survive on barely any or no food. Hana Said, 40, told the Al-Ahram Weekly that she can barely cook breakfast for her family. 'We depend on lentils and water, if available. There are no vegetables, no meat, no chicken, and if they were available, I couldn't afford to buy them,' she said. Around 30 community kitchens that sporadically provided hot meals to displaced Palestinians across the Gaza Strip have been forced to close since 18 March. According to the UN, distributions have been interrupted due to the escalating violence and the location of distribution sites near evacuation zones. Israel has breached a two-month truce and resumed a ground and aerial campaign in the Gaza Strip, saying it wants to push Hamas to release the remaining hostages in its captivity. Israel says Hamas holds 59 more Israeli hostages in the enclave, 24 of whom are alive. It has pushed the Gaza Strip into a new famine, as essential food supplies become scarce and unaffordable. Palestinian analyst Akram Atallah, based in London, told the Weekly that Israel had already placed Gaza in a dire humanitarian crisis before resuming its military campaign by closing crossings, blocking humanitarian aid, and cutting electricity. 'Israeli Prime Minister Benjamin Netanyahu is using food as a weapon against two million people living in war-ravaged Gaza to serve his political interests, both to appease his coalition and to support US President Donald Trump's plan to expel Palestinians from the devastated territory,' Atallah said. According to Atallah, the key to ending the crisis lies in regional mediators pressuring the US into halting the hostilities in Gaza, resuming the ceasefire negotiations, and forcing Israel to withdraw its forces from the Gaza Strip. Since the resumption of the Israeli military operations last week, Gaza's healthcare system has been critically compromised. The destruction of Gaza's only specialised cancer hospital by Israeli forces has further diminished healthcare capacity, eliminating essential services for critically ill patients. The international rights group Human Rights Watch condemned the devastation of infrastructure, severe resource shortages, and relentless hostilities that have left hospitals in Gaza overwhelmed and struggling to provide proper care for the sick and wounded. According to the Health Ministry, 50,021 Palestinians have been killed and 113,274 wounded by Israeli airstrikes in Gaza since 7 October 2023. * A version of this article appears in print in the 27 March, 2025 edition of Al-Ahram Weekly Follow us on: Facebook Instagram Whatsapp Short link:
Al-Ahram Weekly
22-03-2025
- General
- Al-Ahram Weekly
Ramadan: Providing meals for all - Features - Al-Ahram Weekly
Class divides on food are hard to miss during the holy month of Ramadan even with growing charitable efforts to provide nutritious meals for all. It is past midnight in Old Cairo on the eve of 14 Ramadan (14 March), and the restaurants around Al-Muizz li-Din Allah Street are getting ready for Sohour. Various options are available, with some focused strictly on fuul, falafel, and eggs and others taking menus to a richer and more expensive level. 'It is really a matter of what one can afford and what one enjoys. Personally, I prefer to go basic and stay away from the pricey versions of Sohour because I think they strip the tradition of its unassuming feel,' said Tarek, an engineer at a multinational company. A Cairo resident in his late 50s, Tarek is accustomed to what he calls 'the standard Sohour routine at Al-Hussein: fuul and falafel followed by yoghurt or rice pudding and tea with mint.' This was the way things were prior to the introduction of fancy eating as a must-have experience for the well-to-do. In this respect, he added, his children's generation is different, as 'for them a Ramadan Sohour has to be trendy and chic.' 'I cannot blame them because it is part of the result of our class-segregated education system,' he said. If planning a Sohour out with the family, Tarek said he would bow to the choices of his three children. However, for one with his high-school and university friends, he always goes basic. 'We might try something new, but we don't go fancy,' he said. For their weekend Sohour last Thursday, they decided to try a new restaurant that is 'only slightly more expensive and that serves beef liver, sausage, and kofta sandwiches' on a street called Harat Bab Al-Zahouma in Old Cairo, he said. According to Abdel-Azim Fahmi, founder and chair of Sirat Al-Qahira, an initiative designed to document the history of Egypt's longest-surviving capital city, the venue of this new restaurant is a centuries-old building that has been reworked to fit its new function. It is one of two facing iwans, he said, explaining that an iwan is a rectangular space with walls on three sides. These two are part of the ruins of the Madrassa Al-Salaheiya, which was built in association with the 13th-century Ayoubid ruler Negmeddin Al-Saleh Ayoub. However, Fahmi said, what was really special about this new popular restaurant is that it offers a meat-based menu. The name Harat Bab Al-Zahouma is associated with an even older period of Cairo's history, that of the Fatimid Dynasty, he added. 'Bab al-Zahouma was one of nine gates to the Al-Qasr Al-Sharqi [the Eastern Palace] of the Fatimids, and its name is associated with the fact that it led to the kitchens of the palace,' Fahmi said. He added that it was through this gate that meat, chicken, and other ingredients would enter the building. Al-zahm, he explained, literally means the 'sizzling' sound made when high-protein meals are being cooked. He added that throughout the year and especially in the holy Muslim month of Ramadan, it was through this gate that the rulers of the time would send large trays of food for distribution to the poor. 'Despite the few details we have about their cuisine, it is an established fact that the Fatimids had one of the best cuisines in Egypt, with cooks being brought over from different parts of the Islamic world at the time,' Fahmi stated. He added that it is equally an established fact that the Fatimids were particularly generous with their food donations, especially during the month of Ramadan. Generous food donations, Fahmi said, were signs of the stability and wealth of the rulers of Egypt throughout the subsequent Islamic dynasties, especially during the fasting month of Ramadan that has always been associated 'both with food and charity'. Today, however, food charities are more about economic difficulties than about times of prosperity, he added. 'Charitable gifts of food always took place in Ramadan, because they are part of the Islamic creed, but during the past few decades we have been seeing many more such charities due to the economic difficulties that have been making it increasingly difficult for many to put sufficiently nourishing food on the table,' said Hoda, an upper-middle class housewife who is committed to several charities, both in fund-raising and distribution. FOOD AID: Like other members of independent small charities, or larger and government-supervised ones, Hoda argues that more and more people are in need of help to get their basic dietary needs, especially in the month of Ramadan where Iftar meals are part of the festivity of the month. 'Food prices have been increasing year on year, and a modest family that would have been able to provide chicken or meat for Iftar a few times a week a few years ago is now unlikely to be able to do this more than once or twice during the entire month,' she said. She added that the inflation the country has seen in food prices has also come at a cost for charities. The charities she is associated with have stopped giving out enough meat or chicken to cover all family members for every Ramadan Iftar, for example. 'It is not sustainable, not just because prices have been increasing and donors have been working with tighter budgets, but also because the number of people we need to help has increased,' she added. This has been the case despite the many government-operated markets that provide food items, including meat and poultry, at reasonable prices across the country. 'It is all relative because even though the prices in these outlets are cheaper than those at other supermarkets or butchers' shops, they remain too expensive for an increasing number of people,' Hoda said. 'What people do is go for the cheaper items that make them feel full but don't provide a sufficient intake of protein or vitamins,' she added. Critics of food-subsidy programmes in the country blame low-protein and low-vitamin and high-starch and high-sugar items for poor nutrition and obesity. According to hunger index figures for 2023, around 14 per cent of the population are at some risk of food insecurity. Meanwhile, malnutrition figures have been on the increase, especially among children, according to UN agencies. According to the statistics agency CAPMAS, family spending on food has declined significantly over the past few years. 'Even if people were still allocating the same percentage of their monthly budget to food, they would still be suffering from significant reductions in high-protein and high-vitamin elements given the huge increase in prices,' Hoda said. 'This is why this year we decided to focus only on providing meat, chicken, and fruit rather than the more diversified basket we had before. We also don't do the entire list of families on our lists on a daily basis, but we use an every-other-day scheme,' she added. Despite such cuts, Hoda said that Ramadan has become for many the only time when they get to eat meat and chicken several times during the same month. Meanwhile, the Ramadan culinary luxuries that every Iftar should have are off the table for many, including those not helped by charity. 'For the first day of Ramadan and when we have family relatives coming over for Iftar, I make sure to stick to rich meals. But to compensate I cook vegetarian meals on the other days,' said Hala, a civil servant. 'Different times have different norms, and what was possible a few years back is no longer possible,' she added. Hala is content that her family can still eat the traditional roasted duck and stuffed vegetables on the first day and the boiled-and-fried chicken with rice and vegetables for two days a week, which is above the increasingly once-a-week average of the past two years. Otherwise, she said, she makes use of recipes collected from magazines and cookery programmes on TV that she would ordinarily not look at. She is trying to learn how to cook new recipes, she said, and to get family members to enjoy them, 'even if they are not what they would have normally expected.' In his book Kohl and Habban (Kohl and Quadrumane) issued in 2019 after the first two devaluations of the Egyptian pound that ushered in severe food-price inflation, Omar Taher documents the taste for roasted and grilled meat and chicken that most Egyptians enjoy especially in Ramadan. The preferred dishes come from the heart of Egyptian cuisine, including meat stew or boiled-and-fried duck, he said. According to food historians, because Egypt was once part of a larger Islamic Dynasty, its cuisine, like that of other parts of the Muslim Caliphate, is inevitably eclectic. It was mostly during the 19th and 20th centuries, especially after the rule of the Khedive Ismail who was keen on embracing European norms, that European meals and eating habits were introduced among some sections of the population. The first cookery book of European recipes, especially French, appeared in Arabic in Egypt in 1906. However, given the fact that at the time Egypt was under British occupation, there was a mood to reject everything European in favour of everything Egyptian, and this led to a vogue for cookery books focusing on national recipes, including those from specific geographic zones including Upper Egypt and the coastal cities. 'It is unfortunate that we have nothing left from the recipes of the earlier Islamic dynasties, as this would have allowed us to examine the evolution of dishes, cooking methods, and festive meals,' Fahmi said. 'What we know for a fact is that there was always a passion for a good meal followed by an abundance of desserts, especially in the month of Ramadan. This much is established,' he concluded. * A version of this article appears in print in the 20 March, 2025 edition of Al-Ahram Weekly Follow us on: Facebook Instagram Whatsapp Short link:
