Egypt uses ‘Salah mania’ to sell Ramadan products

Egyptians are hoping football star Mohammed Salah can uplift the country’s economy in the same way as he has changed the fate of Liverpool, helping the club clinch fourth place in the Premier League.

Manufacturers have plastered Salah’s image and cut-outs of him on traditional Ramadan products ranging from pillows to lanterns as they try to cash in on his success to offset economic hardships caused by the government’s financial reforms.

“The Mohammed Salah lantern is the highest selling lantern this year,” said Essam, a shopkeeper, who did not give his last name. Other shopkeepers at a market in Cairo’s Sayeda Zainab neighbourhood said “Salah mania” was also helping them sell.

Salah scored 44 goals in 51 games in his debut campaign and last week won the Golden Boot as the highest scoring player this season. Next month, the 25-year-old will lead Egypt’s first team for 28 years at the World Cup.

“Mohamed Salah is a role model for all Egyptians at the moment,” said Omnia, a shopper. “All of Egypt loves Mo’ Salah, as they call him in England.”

Demand for food and traditional items soar during Ramadan which begins tomorrow.

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