Mall of Egypt, a subsidiary of Majid Al Futtaim, a leading pioneer in shopping malls, communities, retail, and leisure across the Middle East, Africa, and Asia, has successfully concluded the Pulse Point competition. The initiative was designed to discover and empower the entrepreneurial spirit of Gen Z, spotlighting their creative energy and innovative ideas in the fields of fashion, beauty, and content creation. The competition forms part of Mall of Egypt’s ongoing commitment to supporting young talents and equipping them with the skills needed to lead the future of their industries.

After three months of intensive participation, the “Endless Possibilities of Youth” competition announced its winners: Keywizard in content creation, By J Apparel in fashion, and Golds and Bees in beauty. Judged by a panel of industry experts—including Jessica Toutounji, Mohamed Halim, Rasha Tantawy, and Ola Sherif—the entries were evaluated for creativity, quality, and market potential. To celebrate their achievements, Mall of Egypt awarded the winners a cash prize of EGP 100,000 and a collaboration opportunity with the mall. The initiative reflects Mall of Egypt’s commitment to empowering Gen Z talents, aged 13 to 28, as key drivers of innovation and entrepreneurship in an evolving market.

Commenting on the announcement, Rasha Azab, Managing Director – Shopping Malls, West Region, said: “The conclusion of the Pulse Point competition highlights Mall of Egypt’s continued commitment to empowering Egyptian youth and supporting their aspirations. With youth representing around 37.3% of Egypt’s population, and unemployment rates dropping to 6.6% in 2024, this initiative reflects Majid Al Futtaim’s strategic vision of nurturing creativity and innovation. By providing real platforms for young talents to bring their ideas to life, Mall of Egypt further strengthens its role as a key partner in youth empowerment and community development.”

The “Endless Possibilities of Youth” initiative continues to reflect Mall of Egypt’s commitment to empowering the next generation and supporting local growth amid ongoing global and local economic challenges. With the announcement of the Pulse Point winners, the initiative reaffirms its goal of creating added value for the community while contributing to the local economy. Key programs under this vision include LOKAL, a pop-up retail space supporting over 35 homegrown brands, and Fashion Glam, which recently marked five years by awarding 16 emerging fashion entrepreneurs with scholarships in design and brand development. Together, these efforts continue to fuel the growth of young talent across diverse industries.