Cashing in on the global showpiece
By Ramadan A. Kader
Egyptians have a special reason to celebrate this week’s edition of the World Cup in Russia. It marks the first time for the Pharaohs to appear in the global tournament in 28 years.
The event is riveting attention of local merchants as well. World Cup-themed products have already hit the market, obviously taking advantage of the super-interest in the event.
Local grocery stores are selling a miniature golden cup filled with lollipops for LE50 (2.8 dollars).The product, which generates good sales, is graced with images of soccer legends: Mohamed Salah, Lionel Messi and Cristiano Ronaldo, according to private newspaper Al-Watan. The cup also sells empty as a souvenir, for LE20.
“Will we wait for the national team to play and win in order to make us happy?” a trader named Amir said jokingly as he lifted the cup inside his shop in central Cairo. “It’s finished. We have already won and got the cup too!”