In the days leading up to 1 November, the day the Grand Egyptian Museum (GEM) was scheduled to open, the streets of Egypt took on a festive look. Pavements werefreshly painted, flowers planted, and lampposts carried the Egyptian flag and those of visiting nations. Everything signalled a city in full preparation mode for the long-awaited opening of the GEM.
Across Cairo, conversations mirrored the excitement. “The streets are spotless,” said one university student. “I wish we could always live like this. They should’ve cancelled tomorrow’s exam so we could watch the ceremony guilt-free.”
On social media, pride ran high. Egyptians flooded platforms with AI-generated portraits of themselves dressed as Pharaohs, and videos showed crowds gathering in public squares to watch the event on big screens. A local sweet shop joined the celebration with a cake decorated with Tutankhamun’s mask, the Pyramids, and the Eye of Horus— all symbols of the country’s Pharaonic heritage.
Car horns blasted to the rhythm of patriotic songs as crowds danced in the street across from the GEM. Among them was writer and novelist Sahar Al-Salamouni, who had come from Alexandria, more than 200 km away, to experience the festive atmosphere first-hand.
“At first, I thought it was a wedding,” Al-Salamouni told Al-Ahram Weekly with a laugh. “But when I saw the minibuses, cars, and people of all ages filling the streets, I realised they had all gathered to celebrate the opening of the GEM. It made me feel so proud.”
Despite the long journey, Al-Salamouni said the moment was worth every kilometre. She planned to return soon to explore the museum itself when it opens in full to the public.
Across the city, in Nozha district, east of Cairo, photographer Fadi Koudsi, 46, watched the museum’s opening ceremony in a local café. The air was filled with music, and television screens lit up every corner.
“The opening lifted people’s spirits,” Koudsi told theWeekly. “For a while, everyone forgot about prices and hardships. All eyes were on the screens, listening to every word of President [Abdel-Fattah] Al-Sisi’s speech.”
Koudsi recalled one of the café workers inviting everyone to “pray for Egypt, may God protect it, strengthen it, and grant it success”. Moments like that, Koudsi said, restored a sense of faith and pride in the country.
That pride, he added, was shown by friends across the world. Friends abroad sent him messages, amazed by the AI-generated Pharaonic portraits that Egyptians had been sharing online. “Our country is vast and has much to offer. It deserves to be at the forefront. That’s how we all feel after the museum’s opening,” Koudsi said.
Abdel-Rahman Farahat, 20, watched the museum’s opening ceremony from his home as he connected via video call with friends studying abroad in Paris, Tokyo, and Rio de Janeiro. Across continents, enthusiasm and joy filled the shared experience, as they celebrated together despite the distance.
Even mobile networks joined in the festivities, displaying the message “Egyptian and proud” on customers’ phones, a small but meaningful reminder of the national pride that had begun well before the museum’s official opening.
Sarah Fawzi, assistant professor at Cairo University’s Faculty of Mass Communication, told theWeekly that the excitement surrounding the museum’s opening stemmed from Egyptians’ deep love for their heritage.
She noted the unique trend sparked by the museum’s opening of people dressing in Pharaonic costumes through AI-powered apps and sharing videos on social media. “These spontaneous digital expressions promoted the museum more effectively than any private marketing campaign,” Fawzisaid.
She added that international attention also amplified local enthusiasm. “Western media coverage before the opening, along with tourist videos, acted as a direct invitation to visit Egypt this winter. Egyptians are always drawn to anything connected to their antiquities, and these factors became the strongest catalysts for national pride,” she said.
Kayati Ashour, assistant professor of sociology at BeniSweif University, told theWeekly that the museum’s opening had sparked creative interaction across Egypt. The shared photos and videos blended history with modern technology. “This reflects how young people are integrating ancient heritage with modern tools, strengthening their contemporary identity,” Ashour explained.
From a sociological perspective, Ashour said the jubilation was more than a fleeting reaction. “The museum symbolises the revival of Egypt’s ancient heritage as a source of collective strength. In a society facing economic and social challenges, the opening became a reaffirmation of national identity, with Egyptians celebrating the continuity of their civilisation which, as some social media posts have described, ‘taught the world’. This generates a sense of collective belonging, similar to other national celebrations commemorating a glorious past,” he noted.
He added that the excitement had reached all segments of society, from young people on social media to families on the streets. “The GEM transcended divisions, uniting people by connecting the past with the present. It also reminded citizens of their ability to achieve together, despite 20-year delays [in building the museum] caused by events such as the revolution and the pandemic.
“This strengthened bonds, as seen in positive posts on X and Facebook, where many described the museum as ‘a rebirth of an immortal civilisation,’” Ashour said.
Beyond cultural pride, Ashour noted the economic significance: soaring tourism expectations and increased hotel bookings highlighted the museum’s role as a boost to the national economy, particularly the tourism sector. “Socially, it created a collective sense of joy, a shared escape from daily pressures. The museum symbolised the transition from waiting to achievement, fostering confidence in the future.”
Eman Abdallah, a psychologist, agreed with Ashour, emphasising that the GEM’s opening was both beautiful and sophisticated. She told theWeeklythat anyone with a sense of belonging could feel the grandeur of the event, even while sitting at home. “The connection between the past and the present is psychologically significant,” she explained.
Abdallah noted that Egyptians’ history is continuous; even if people did not live through it, they experience it today. “We all share the same feeling—the strengthening of identity. Using images before the celebration reinforced a positive image, elevating feelings of belonging and hope. Reclaiming the symbol represents reclaiming identity. Psychologically, the brain interprets moving images as if we are living them, which amplifies joy and identity,” she said.
She added that the opening ceremony embodied social interaction on a global scale, making it feel as though the entire world shared the moment of celebration through collective consciousness.
Abdallahdescribed the pre-opening festivities as “positive escapism”, allowing people to collectively escape distress, crisis, and sadness. “The energy from pride and belonging releases dopamine and serotonin, reducing anger and fostering well-being. It gives people the ability to work, hope, and feel secure, even amidst regional turmoil,” she said.
She added that the benefit of the GEM’s opening lay in enabling Egyptians to temporarily shed routine pressures to take pride in their heritage. She stressed that this energy should be nurtured continuously through family, schools, and media to sustain happiness, cooperation, and a shared sense of accomplishment.
Fawzi urged capitalising on the success of the GEM’s opening. She said that both private and state-run media outlets should produce a series of documentaries and reports showcasing the museum’s collections, and planned domestic and international tours, especially for school and university students, and broader campaigns to promote tourism in Egypt.
Fawzi also recommended inviting diplomatic delegations and influencers from around the world to visit the museum. She stressed the importance of covering areas that had been overlooked, such as the hologram hall, the children’s hall, and the various cultural activities planned within the museum.
“Media coverage must continue beyond the opening week,” she said, adding that archaeologists and Egyptologists should be given a platform to discuss the artefacts and documents.
According to Fawzi, sustained reporting would ensure that the GEM’s significance resonates with both Egyptians and the global audience long after the inauguration.
* A version of this article appears in print in the 6 November, 2025 edition of Al-Ahram Weekly
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