Egyptian cookware manufacturers Zinox El Zenouki and Master El Zenouki are targeting expansion into new export markets and seeking to strengthen their international presence through participation in major global trade exhibitions, particularly the Canton Fair in China. The companies are also exploring the development of products with diverse specifications and different brands tailored to the needs of overseas markets.
Mahmoud El Zenouki, CEO of both companies, said their participation in the 140th edition of the Canton Fair 2026, held in China from October 23 to 27, is part of a strategy to expand the presence of Egyptian products in global markets and establish new business relationships with importers and distributors.
El Zenouki explained that the two companies are committed to participating regularly in the exhibition to showcase their latest products, including stainless steel cookware under the Zinox brand and cast ceramic-coated cookware under the Master brand.
He added that their current participation builds on their presence at the previous edition of the fair in April, noting that the Canton Fair is held twice a year, providing an opportunity to maintain continuous engagement with international markets while monitoring changes in demand and importers’ requirements.
El Zenouki emphasized that the benefits of participating in international trade exhibitions extend beyond securing direct export contracts. Such events also help strengthen brand recognition, highlight product quality and manufacturing and supply capabilities, and expand business networks with manufacturers, suppliers, importers, and distributors.
He noted that some export opportunities require extensive technical and commercial discussions, particularly when importers request specific product specifications or modifications to suit the characteristics of their target markets. These requirements involve assessing technical needs, production costs, and pricing levels before making supply decisions.
El Zenouki revealed that discussions are ongoing with prospective customers contacted during previous international trade exhibitions, including potential partners the company met at an exhibition in Türkiye.
He also said the two companies are considering developing products with specifications different from their existing ranges to better meet international market requirements. This includes exploring the launch of a new brand designed to serve different customer segments.
El Zenouki stressed the importance of flexibility in responding to overseas market demands, explaining that differences in consumer preferences and importers’ requirements from one market to another make it essential to develop products and specifications suited to each market.
He added that participating in the Canton Fair in China provides both companies with an opportunity to gain insights into global demand trends in the cookware sector, connect with international buyers, explore new product development opportunities, and expand their export activities in the coming period.
