Haier Egypt Unveils Premium New-Generation Portfolio at New Alamein Festival as Revenue Surges 57%

Haier Egypt Unveils Premium New-Generation Portfolio at New Alamein Festival as Revenue Surges 57%

With 70% of production sold locally and 30% exported internationally, Haier Egypt strengthens its position as a leading production and export hub while deepening consumer engagement.

CAIRO, Egypt, September 6, 2026 — Haier Group, a leading global provider of smart living and digital transformation solutions, is strengthening its presence in Egypt through continued industrial expansion and deeper consumer engagement.

Following its recently announced jersey-logo sponsorship partnership with Al Ahly FC, Haier hosted its global “Champion Your Haier Life” Fans Festival in New Alamein City, marking a major on-site brand activation in Egypt. The event forms part of Haier’s global sports marketing strategy, “PLAY WITH THE NUMBER ONES,” and brought together global flagship products and locally tailored solutions to offer Egyptian consumers a closer look at the brand’s latest innovations.

Haier Egypt is also recording strong business growth. Currently, 70% of Haier’s production is sold in the Egyptian market, while 30% is exported internationally. During the first half of 2026, the company achieved 57% year-on-year growth in overall revenue, outpacing industry growth and taking the lead in the sector.

Global Sports Partnerships Meet Local Consumer Engagement

Haier’s global sports partnership portfolio includes major international tournaments and leading football clubs, including tennis’ Australian Open and Roland-Garros, as well as Paris Saint-Germain, Liverpool FC and Egyptian powerhouse Al Ahly FC.

Through these partnerships, Haier connects the excitement of sports with its smart home appliance experiences, bringing its technology and champion-driven brand spirit closer to consumers around the world.

Spanning 800 square metres, the Haier pop-up in New Alamein serves as the company’s flagship celebration of sports, technology and community in Egypt. The activation is part of Haier’s broader Global Fans Festival series and features football- and tennis-themed activities, hands-on experiences and immersive product showcases.

Premium Appliances Take Center Stage

Visitors had the opportunity to experience the Egyptian debut of Haier’s premium global transparent-door refrigerator. Developed under Haier’s global R&D framework, the Horizon Series combines advanced full-space fresh-keeping technology with premium design, optimized internal organization, energy efficiency and odor elimination.

The festival also showcased a lineup of high-end washing machines, including the Triple-tub, L+ and Neutron models. Haier designed these products to adapt to local climatic and household conditions while addressing a wide range of consumer needs across Egypt.

The company also presented its Smart Ultra Inverter Air Conditioner, which features a sophisticated black mirror-finish panel and AI voice-control capabilities. The air conditioner incorporates UVC Plus high-efficiency sterilization technology to deliver purified airflow and support a more comfortable home environment.

Meanwhile, Haier’s latest AI TVs feature the new Ultra Sense AI, powered by a custom processor co-developed with MediaTek. The technology enables intelligent scene recognition and adaptive optimization across different viewing scenarios.

The TVs also integrate Ultra Sense AI Cinema, AI Sound, AI Game and AI Eye-Caring technologies, allowing the system to optimize picture quality, audio output, operating logic and screen performance according to users’ needs.

Dedicated movie and gaming zones gave attendees the opportunity to experience these technologies through immersive audio-visual demonstrations.

Expanding Egypt’s Role as a Production Hub

Beyond its global flagship home appliances, the festival featured interactive football and tennis zones, giving visitors an opportunity to experience Haier’s technologies firsthand while engaging with the brand in a dynamic environment.

Yang Linping, CEO of Haier Egypt, said the company continues to focus on improving consumers’ quality of life through innovation.

According to Yang, data from Euromonitor International confirms that Haier has maintained the global No. 1 position in retail volume for major home appliances for 17 consecutive years. Haier Smart Home has also received certification as the “World’s No.1 Enterprise in Smart Home Sales,” reinforcing the company’s ambition to move from No. 1 in global major home appliances to No. 1 in smart home solutions.

Yang added that sports play an important role in everyday life in Egypt, making the country’s vibrant sports ecosystem an ideal platform for Haier to connect its global sports partnerships with products tailored to local consumer needs.

He also highlighted New Alamein City as the ideal location for Haier’s first event of this kind in Egypt, citing the city’s forward-looking positioning and suitability for summer activations.

Founded in 1984, Haier Group has expanded into a global company operating in more than 200 countries and regions and serving more than 1 billion households worldwide. The group has 10 major R&D centers, 71 research institutes, 35 industrial parks and 163 manufacturing hubs globally, alongside a distribution network of approximately 230,000 sales outlets.

Haier reported USD 57 billion in global revenue in 2024 and has appeared in the Kantar BrandZ Top 100 Most Valuable Global Brands for seven consecutive years. The Haier umbrella also includes eight listed companies, including Fortune Global 500 member Haier Smart Home.

In Egypt, Haier’s expanding industrial footprint is expected to grow further with its upcoming Phase 2 factory and planned 300,000-square-metre expansion. The investment reinforces Egypt’s role as an increasingly important production and export hub for Haier, supporting both domestic demand and the company’s regional growth strategy.