United Media Services Partners with TikTok to Stream the Historic Opening of the Grand Egyptian Museum to Millions Worldwide

 

In a landmark move that blends heritage with digital innovation, United Media Services (UMS)—one of the largest media entities in the Arab region—announced a strategic partnership with TikTok as the official digital partner for the historic opening of the Grand Egyptian Museum.

 

This collaboration aims to share Egypt’s unparalleled civilizational story with audiences across the globe, leveraging TikTok’s influence as a leading platform where over one billion people turn for creativity, entertainment, and discovery. Through a series of creative and interactive initiatives, the partnership will spotlight the grandeur of ancient Egyptian civilization while elevating Egypt’s global presence and supporting the festival’s key sponsors.

 

The signing ceremony was attended by senior executives from both UMS and TikTok, including Tarek Makhlouf, Managing Director of UMS; members of the Grand Egyptian Museum’s board; Dr. Ahmed Ghoneim, CEO of the Museum Authority; Maria Koun, TikTok’s VP of Public Policy for the Middle East, Turkey & Africa; Wael Ezzat, TikTok’s Regional Head of Public Policy for Egypt & North Africa; and Dalia Seif, TikTok’s Regional Head of Partnerships for TikTok LIVE in the Middle East.

 

Tarek Makhlouf highlighted the importance of this milestone, stating:

 

“This partnership reflects our commitment to amplifying Egypt’s cultural heritage on the global stage. Collaborating with TikTok creates new opportunities for content creators to share Egypt’s unmatched story with the world, while supporting cultural tourism and the creative economy.”

 

As part of the collaboration, TikTok will livestream the opening worldwide via TikTok LIVE, ensuring millions can witness the historic event moment by moment. The platform will also roll out exclusive creative features, including a customized Grand Egyptian Museum filter, virtual gifts inspired by iconic Egyptian symbols like the scarab, pyramids, and Ramses, and a special CapCut template designed around Egypt’s rich history.

 

For the first time, TikTok will also host “Night at the Museum,” giving international creators a rare opportunity to explore the museum after hours with expert local guides and share their experiences live with global audiences.

 

Wael Ezzat, TikTok’s Regional Public Policy Head, emphasized:

 

“We are proud to be the official digital partner for one of the most significant cultural events of 2025. This partnership underlines TikTok’s vision of merging heritage with technology to deliver inspiring experiences to audiences everywhere.”

 

The initiative underscores Egypt’s forward-looking approach to using digital platforms to promote cultural tourism. The official announcement of the Grand Egyptian Museum’s opening already sparked massive engagement across TV and digital platforms in both Arabic and English, generating millions of interactions and reaffirming Egypt’s position as a cultural powerhouse.

 

The Grand Egyptian Museum is set to open this November, backed by strategic partners including EgyptAir, Talaat Moustafa Group, Ezz Steel, Hassan Allam Holding, National Bank of Egypt, Mansour Group, and the Administrative Capital for Urban Development. This historic celebration aims to cement Egypt’s role as a global hub for culture and tourism while showcasing the enduring legacy of its ancient civilization.