Cairo - Egyptian soccer star Mohammed
Salah set a scoring record this season that helped Liverpool
clinch fourth place in the Premier League. Now pictures of his
bearded face are boosting sales ahead of the Muslim holy month
of Ramadaan.
Manufacturers have plastered his image on traditional
Ramadaan products ranging from pillows to lanterns "famous" and
paper cut-outs as they try to cash in on his success to offset
economic hardships caused by the government's financial reforms.
"The Mohamed Salah lantern is the highest selling lantern
this year," said Essam, a shopkeeper, who did not give his last
name. Other shopkeepers at a market in Cairo's Sayeda Zainab
neighborhood said "Salah mania" was also helping them sell.
Salah scored 44 goals in 51 games in his debut campaign and
last week won the Football Writers Association award. Next
month, the 25-year-old will lead Egypt's first team for 28 years
at the World Cup.
"Mohamed Salah is a role model for all Egyptians at the
moment," said Omnia, a shopper. "All of Egypt loves Mo' Salah,
as they call him in England."
Demand for food and traditional items soars during Ramadaan,
a month whose start date depends on the sighting of a crescent
moon.