Haier Group, a leading global provider of smart living and digital transformation solutions, is strengthening its footprint in Egypt through sustained industrial expansion and enhanced consumer engagement. Following its announcement of the jerseylogo sponsorship partnership with Al Ahly FC, the company hosted its global “Champion Your Haier Life” Fans Festival in New Alamein City for a largescale onsite brand activation in Egypt. The event is aligned with Haier’s global sports marketing strategy “PLAY WITH THE NUMBER ONES”. The venue featured both global flagship product lines and locally tailored products, bringing the brand closer to local consumers.
Currently, 70% of Haier’s production is sold in the Egyptian market, while 30% is exported internationally. In the first half of 2026, Haier Egypt achieved a 57% year‑on‑year growth in overall revenue, outpacing industry growth and taking the lead in the sector.
Haier’s global sports partnership portfolio spans an array of toptier tournaments and club properties, such as tennis’ Australian Open and RolandGarros, football’s Paris SaintGermain and Liverpool FC, alongside Egyptian powerhouse Al Ahly FC. By leveraging the influence of worldclass sports IPs, Haier delivers sporting passion, championminded spirit and smart home appliance experiences to consumers across the globe.
Occupying 800 square metres, the Haier popup hosts the global “Champion Your Haier Life” Fans Festival in New Alamein City, Egypt. Serving as Haier’s flagship celebration of sports, technology and community, this activation forms part of its broader Global Fans Festival series. The festival is curated to connect consumers with Haier via football and tennisthemed activities, handson interactive experiences and immersive product showcases.
Visitors enjoyed exclusive hands-on experience with the Egyptian debut of Haier’s premium global transparent-door refrigerator. Developed under Haier’s global R&D framework, the Horizon Series integrates industry-leading full-space fresh-keeping technology and sets top-tier global benchmarks in design, internal layout, energy efficiency and odour elimination, standing out as a core highlight of the event. A lineup of high-end washing machines, including the Triple-tub, L+ and Neutron models, was also showcased at the venue. Optimised to adapt to local climatic and household conditions, these products cater to diverse domestic usage scenarios across Egypt.
Haier’s Smart Ultra Inverter Air Conditioner features a sophisticated black mirror-finish panel and supports AI voice control. Equipped with UVC Plus high-efficiency sterilisation technology, it delivers purified, fresh airflow to create a healthier and more comfortable living environment. Powering Haier’s AI TVs, the all-new Ultra Sense AI is built on a custom processor co-developed with MediaTek, enabling intelligent scene recognition and adaptive optimisation for diverse viewing scenarios. Integrated with Ultra Sense AI Cinema, AI Sound, AI Game and AI Eye-Caring technologies, the TV autonomously optimises picture quality, audio output, operational logic and screen performance to meet specialised needs for movie viewing, immersive sound effects, gaming and eye protection. Attendees experienced immersive, user-centric audio-visual demonstrations in dedicated on-site movie and gaming zones.
Beyond an extensive lineup of global flagship innovative home appliances, the event featured interactive football and tennis zones, allowing guests to experience Haier’s cutting-edge technological prowess firsthand.
Yang Linping, CEO of Haier Egypt, commented on the event: “Data from Euromonitor International confirms Haier has held the global No. 1 position in retail volume for major home appliances for 17 consecutive years. Haier Smart Home has also earned certification as the ‘World’s No.1 Enterprise in Smart Home Sales’, sustaining its industryleading status ‘from No. 1 in Global Major Home Appliances to No. 1 in Smart Home’. We continuously elevate consumers’ quality of life through innovative products.
Sports are deeply woven into everyday life here. Drawing on Haier’s global sportspartnership resources together with Egypt’s vibrant local sports ecosystem, we bring both globally advanced and locally adapted products tailored to local consumer needs. This represents Haier’s inaugural event of this kind in Egypt. New Alamein City was chosen as the venue for its forwardlooking positioning and ideal fit for summertime activations. It enables us to get closer to consumers and let them experience our products firsthand.”
Founded in 1984, Haier Group has grown into a global powerhouse with operations in more than 200 countries and regions, serving over 1 billion households worldwide, with 10 major R&D centers and 71 research institutes globally, 35 industrial parks and 163 manufacturing hubs worldwide, a distribution network of roughly 230,000 sales outlets, USD 57 billion in global revenue in 2024, seven consecutive years in the Kantar BrandZ Top 100 Most Valuable Global Brands, and eight listed companies under the Haier umbrella, including Fortune Global 500 member Haier Smart Home.
In Egypt, Haier’s growing industrial footprint, combined with its upcoming Phase 2 factory and planned 300,000-square-metre expansion, reinforces the country’s role as an increasingly important production and export hub for the brand, supporting both local market demand and regional growth.
–
