Case Study



About The Client

One of the leading countries in the Arab world, Egypt has long been a key trade and investment partner for Malaysia – being its largest trading partner in North Africa. In 2015, bilateral trade between the two countries was worth more than US$3 billion. In addition, bot Malaysia and Egypt are members of a number of multilateral organisations such as the Non-Aligned Movement (NAM), Organisation of Islamic Conference (OIC) and the World Trade Organisation (WTO).


The Embassy of Egypt in Malaysia sought to enhance knowledge and appreciation of the trade, investment and business opportunities that Egypt had to offer to Malaysian businesses.

Why The IBR Asia Group

Having worked with top corporate and government organisations in Malaysia, and with our extensive network of contacts and reach, we were seen to be the ideal partner to help deliver the Embassy of Egypt’s objectives.

What We Did and how we did it

Featured the then Egyptian Minister of Investment – Mahmoud Mohieldin – on the cover of our proprietary business magazine International Business Review with an accompanying cover story showcasing trade and investment opportunities in Egypt
Organised, planned and hosted a special dinner for Mahmoud Mohieldin during his visit to Malaysia, where we invited guests comprising leaders in the corporate, government and diplomatic circles
Featured the Ambassador of Egypt to Malaysia, H.E. Gamal Abdelrehim Mohamed Metwally in The Diplomat - a special section in International Business Review, where he wrote about Egypt’s Grand Egyptian Museum (GEM) and how it is set to elevate Egypt as a tourist destination
Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets


Being featured in International Business Review helped Egypt reach out to 30,000 top corporate and government decision makers in Malaysia, as well as to 250,000 similar persons in the Asia-Pacific through our ezine.

The dinner served a conducive platform for networking and to connect with the public and private sector organisations as well as other embassies in Malaysia

Enhanced appreciation and goodwill for Egypt by showcasing its achievements and rich cultural heritage

Helped expand reach to top Government, Corporate and Diplomatic decision-makers in Malaysia through coverage in International Business Review

Enhanced appreciation for Germany by showcasing its achievements and goodwill

Provided a platform for networking as the International Business Review ASEAN Awards was attended by prominent figures from corporations, Ministries, government agencies and embassies in Malaysia