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Haier Group, a global leader in smart life solutions and digital transformation, continues to strengthen its footprint in the Egyptian market through sustainable industrial expansion and deepened consumer engagement.

Following the announcement of placing the "Haier" logo on the official jersey of Al Ahly SC's first football team, the company hosted the "Champion Your Haier Life" global fan festival in New Alamein City as part of a large-scale interactive brand activation in Egypt.

The event aligns with Haier’s global sports marketing strategy, "PLAY WITH THE NUMBER ONES." The venue featured a range of flagship global product lines alongside appliances custom-designed to meet local market needs, bringing the brand closer to Egyptian consumers.

57% Growth in Haier Egypt Revenues

Currently, 70% of Haier products manufactured in Egypt are sold domestically, while 30% are exported to global markets. During the first half of 2026, Haier Egypt achieved a 57% year-on-year growth in total revenues, outperforming the sector's growth rate and leading the market.

Haier’s global sports partnership portfolio includes premier tournaments and entities such as the Australian Open and Roland-Garros in tennis, Paris Saint-Germain and Liverpool football clubs, in addition to Egypt's Al Ahly SC. By leveraging the influence of top global sports platforms, Haier conveys the passion for sports, the champion spirit, and smart home appliance experiences to consumers worldwide.

Global Fan Festival in New Alamein

Spanning 800 square meters, Haier’s pop-up pavilion hosted the "Champion Your Haier Life" festival in New Alamein. The event serves as Haier's flagship celebration of sports, technology, and community, forming part of its global series of fan festivals.

The festival was designed to foster connections between consumers and Haier through football and tennis-inspired activities, hands-on interactive experiences, and immersive product showcases. Visitors enjoyed an exclusive firsthand experience with the Egyptian debut of Haier’s premium clear-door refrigerator, developed within the company’s global R&D ecosystem.

The "Horizon" series integrates cutting-edge freshness preservation technologies across the entire fridge, along with industry-leading standards in design, interior layout, energy efficiency, and odor elimination, making it a major attraction at the event. The site also showcased an array of advanced washing machines, including the "Triple-tub," "L+," and "Neutron" models, optimized for local climate conditions and household usage patterns.

AI-Powered Appliances

Haier’s "Smart Ultra Inverter" air conditioner features a sleek front panel with a glossy black finish and supports AI voice control. It is equipped with high-efficiency "UVC Plus" sterilization technology, providing a flow of purified air to create a healthier living environment.

Meanwhile, Haier’s AI-powered TVs run on the all-new "Ultra Sense AI" technology, utilizing a custom processor developed in collaboration with MediaTek. This enables intelligent scene recognition and automatic enhancements tailored to various viewing scenarios. Coupled with "Ultra Sense AI Cinema," "AI Sound," "AI Game," and "AI Eye-Caring" features, the TV automatically optimizes picture quality, audio output, operational logic, and screen performance.

Attendees engaged in user-centric immersive audio-visual experiences in dedicated cinema and gaming zones. In addition to the broad range of innovative home appliances, the event featured interactive football and tennis zones, giving visitors the chance to explore Haier’s latest technologies.

Haier: Strengthening Our Egyptian Footprint

Commenting on the event, Yang Linbing, CEO of Haier Egypt, stated: “Euromonitor International data confirms that Haier has maintained its position as the world’s number one brand in major home appliance retail sales volume for 17 consecutive years.”