Every year, Ramadan arrives with a special kind of anticipation. It brings peace, reflection, a chance to slow down, and, other than spirituality, it is a season of entertainment unlike any other. For marketers, it is also the most exciting time to predict what’s next.
Which celebrities will take center stage? Which celebrities will fade this year? What collaborations will capture attention?
And which big ideas will shape the month? These are the questions that make us want to discuss every single Ramadan-themed ad every year. As 2026 approaches, our expectations are set, and we cannot wait to see which predictions will turn into reality.
Celebrity Endorsements Expectations Ramadan 2026
Celebrity endorsements are a hallmark of the Ramadan season each year. Have you ever guessed which celebrity will dominate or which campaign will bring the most celebrities? Every Ramadan, people have expectations, and at the end of the day, we are often surprised. These expectations make us excited and ready for a season full of creativity and new ideas.
As we approach Ramadan, we set our expectations for celebrity collaborations, including who will be collaborating with whom and which celebrity will be the most trending in Ramadan 2026. Start getting ready with your expectations with us, as we are close to Ramadan.
Fresh Faces Expectations
The past few months, Ziad Zaza has been taking the trend with his new song with Amr Moustafa and with his Series Mid-term that starred many young talents, including him. So, we expect in Ramadan 2026 that Ziad Zaza will take the spotlight and will be the star of many campaigns in Ramadan.
Ahmed Saad: Will He Return in Ramadan 2026?
We all remember last year, Ahmed Saad was the star of Ramadan, and he starred in many campaigns and songs. Maybe in Ramadan 2026, Ziad Zaza will take the trend this time and become the star of this year’s Ramadan campaigns, or maybe we will also see him in one of the new series that will be airing during Ramadan.
Amr Diab x Amr Mostaf: Could It Happen?
Do you think we might see a strong reconnection between two celebrities in one campaign? For example, what if we saw Amr Diab and Amr Moustafa in one song together in the Orange Ramadan campaign? This would be great in the Ramadan season; they would reconnect and get back to working together.
New faces might take the spotlight during Ramadan. What if Legacy sang the Banque Misr Ramadan campaign song? It would bring something new and give the campaign a fresh vibe. Maybe Tul8t will also join this Ramadan season with a campaign, because who knows what happens each year during Ramadan, we are surprised by many campaigns and ideas.
F&B’s Predictions: Pistachio & Dubai Filling: Can Matcha Take Over?
While the craze for pistachio and Dubai filling is still in the market, a new potential competitor is quietly making its way into the spotlight: matcha.
Matcha was one of the top beverage trends in Egypt in 2025. It appeared everywhere as a drink, a cake flavor, and even as a spread in some places outside Egypt. Cafés experimented with matcha lattes mixed with strawberry or chocolate, creating flavors that felt both premium and playful.
Since the F&B sector receives extra attention during Ramadan, it’s only natural to expect matcha to make an appearance. We may see classic Ramadan desserts infused with it, such as kunafa and katayef.
Over the years, kunafa and katayef have evolved far beyond their original flavors. From red velvet and mango to Nutella and pistachio, these desserts continuously adapt to new trends. This Ramadan, it wouldn’t be surprising to see matcha-filled kunafa or katayef joining the lineup. This also won’t stop Katayef Dubai from making an appearance, since people are still in love with the idea of Kunafa mixed with pistachio.
Can Sweet Potatoes Make Their Way into Kunafa?
When Ramadan fell during the summer, mango kunafa dominated dessert menus. This year, however, Ramadan arrives in a little chilly moderate weather, a season traditionally linked to hot, sweet potatoes, one of Egypt’s most comforting and familiar street snacks.
This seasonal shift opens the door to creative dessert twists. Sweet potatoes could be incorporated into Ramadan favorites such as sweet potato kunafa, sweet potato katayef, or even sweet potato–infused rice pudding (Roz Belaban), adding warmth, texture, and a naturally sweet flavor.
As one of the most commonly consumed snacks in Egypt, sweet potatoes have already begun appearing in home cooking and modern recipes. Their growing versatility suggests strong potential to move beyond savory and into the Ramadan dessert space, especially for brands and dessert shops looking to offer something new, nostalgic, and perfectly aligned with the season.
V7 vs. Spiro Spathis: The New Pepsi vs. Coca-Cola
Every Ramadan, audiences eagerly awaited Pepsi and Coca-Cola’s campaigns. However, following the boycott, V7 and Spero Spathis have emerged as the new beverage heroes.
As we anticipate their upcoming Ramadan campaigns, it’s hard not to expect intense competition between the two brands. Both have topped the fizzy drinks category, becoming highly demanded and, arguably, the most consumed beverages in the market. Their products are frequently sold out, reflecting strong consumer loyalty and momentum.
Realistically, when observing the current market landscape, these two brands have become almost dominant. Yes, other beverages exist, but they are either affected by the boycott or simply unable to compete at the same scale.
With both brands now positioned as major competitors, Ramadan sets the perfect stage for a showdown. The big question remains: who will win the Ramadan beverage campaign race?
Burnt Basque Cheesecake (AKA San Sebastián Cheesecake)
Another dessert that went viral among Egyptians is Burnt Basque Cheesecake, leaving many curious about how it differs from traditional cheesecake. Its popularity and buzz are exactly why it earns a spot on our F&B expectations list.
Just like sweet potatoes, Burnt Basque Cheesecake has the potential to move beyond being a standalone dessert and into the world of Ramadan classics. Its rich, creamy texture makes it a strong candidate as a kunafa or katayef filling, creating a bold fusion between global trends and oriental desserts.
During Ramadan, pastry shops tend to push creativity to its limits, experimenting with unexpected yet intriguing combinations. They closely follow what’s trending and what consumers are craving, then elevate it by adding an oriental twist. Burnt Basque Cheesecake fits perfectly into this pattern, making it a natural contender for this season’s dessert innovations.
The FIFA World Cup Ads: A Possibility or a Long Shot?
It is not a secret that the FIFA World Cup is going to be held in June 2026; however, it should be hinted at and advertised. And what’s a better advertisement season than Ramadan? The question here is whether or not the advertisement will be direct.
That is what we think of as unlikely because the tournament will take place after Ramadan ends. But does that mean that the World Cup won’t be referenced?
No, we think that it is very likely that many brands will still reference the upcoming World Cup in their Ramadan Campaigns. This could be activated through teasers, football-themed creatives, or even early sponsorship messages. They are all possibilities and expectations.
Who Will Appear, Rule, or Dominate This Year’s Ramadan Screen in Sports?
Mohamed Salah has become a familiar face of Ramadan campaigns. He has been returning year after year as a trusted icon for major brands. So, it is very possible that 2026 will see him take the spotlight once again. Yet this season may bring something new. Rising star Omar Marmoush is gaining momentum (and very fast indeed).
One of our expectations would be how Marmoush could emerge as a fresh face in Ramadan advertising. The question is how the stage will be set. Will Marmoush step in alongside Salah, or begin to carve out his own space?
Could we see a powerful collaboration, or separate campaigns for each? We are certain of one thing for sure, and that is how brands now have more than one superstar to build their stories around.
In Conclusion
The countdown has begun for Ramadan 2026, and we cannot wait to see which expectations or predictions come to life. Will Mohamed Salah shine again, or will new faces steal the spotlight? Will matcha or sweet potatoes win our taste buds, and which campaigns will have us talking long after iftar? One thing that we know for sure is that this Ramadan promises surprises, creativity, and plenty of moments to keep us watching, tasting, and sharing.
Written by: Yousr Ezz, Shadwa Hamza, Chris Ayman
