Master El Zenouki at Obj Expo 2026: New Cookware Collections Meet Egyptian Home Cooks
Master El Zenouki, the Egyptian brand known for ceramic-coated cookware, took part in Obj Expo 2026 alongside its sister brand Zinox El Zenouki. The show ran from 8 to 11 October 2026 in District 5, New Cairo, and gathered brands from décor, design and home supplies. For Master El Zenouki, Obj Expo 2026 was less about closing sales and more about something every manufacturer needs: honest feedback from the people who cook with its products every day.
In this article, we explain what happened at the show, why the brand chose it, and how it fits into the wider plans of El Zenouki Group. We also share a practical guide to choosing between ceramic-coated and stainless steel cookware, because that is the question most Egyptian home cooks ask us.
Obj Expo 2026 at a glance
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Event |
Obj Expo 2026 |
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Dates |
8 to 11 October 2026 |
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Venue |
District 5, New Cairo, Egypt |
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Exhibiting brands |
Master El Zenouki (ceramic-coated cookware) and Zinox El Zenouki (stainless steel cookware) |
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Parent group |
El Zenouki Group, founded in 1964 |
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Main goal |
Product awareness, consumer engagement and testing market acceptance |
What is Obj Expo 2026?
Obj Expo is a trade show dedicated to décor, design and home supplies. Visitors walk through halls of lighting, furniture, home accessories, finishing materials, ceramics and porcelain, marble products and even artificial plants. In other words, it is a show for people who are actively thinking about how their homes look and work.
That audience is exactly why cookware belongs there. A kitchen is part of the home, and the pots and pans on the stove or the shelf are part of its design. A shopper who is choosing tiles or lighting is often also thinking about the kitchen, which makes Obj Expo a natural meeting point between cookware makers and end consumers.
Why Master El Zenouki chose a consumer-focused show
Many cookware companies prefer trade fairs aimed at importers and distributors. Master El Zenouki took a different route in October. According to Mahmoud El Zenouki, Chief Executive Officer of both Master and Zinox, the main aim of taking part was to introduce the products, build engagement with visitors and measure how consumers respond to new designs and materials, rather than to focus on direct sales alone.
There was also a practical reason for choosing Obj Expo. Home supplies and accessories are often displayed inside larger furniture and furnishing events, where they compete for attention. Obj Expo gives them a dedicated space of their own. For a brand that wants visitors to pick up a pan, feel its weight and ask questions, that focused setting matters.
A show timed for the launch stage
The timing was deliberate. The show coincided with the early stage of launching the new collections from both brands. By presenting the products at this point, the companies could hear from end users first and adjust before the collections reach the wider market. This is a sensible approach for any manufacturer: it is far easier to refine a handle, a finish or a set combination before large production runs than after them.
Two brands, two specialisms
One of the clearest messages from the show was how the two brands complement each other rather than compete.
- Master El Zenouki focuses on ceramic-coated cookware, designed for cooks who value a smooth cooking surface and easy everyday use.
- Zinox El Zenouki focuses on stainless steel cookware. At Obj Expo it also presented a new range made with techniques that differ from traditional stainless steel, which is a main focus for the brand at this stage. You can explore the current range in the Zinox Clad collection or browse all pans and casseroles.
Showing both brands side by side lets visitors compare materials in person. It also reflects the group's wider approach: offer cooks a real choice instead of a single material for every kitchen.
How visitor feedback shapes product development
Feedback from a show like this is only useful if it leads to decisions. The company has said that the opinions gathered at Obj Expo will help guide product development and set priorities for the coming period. In practice, that kind of feedback usually covers areas such as:
- Which designs and finishes visitors prefer.
- How the materials feel in the hand, including weight and balance.
- Which pieces people want to buy individually and which they would prefer as part of a set.
- What matters most when shoppers compare brands.
Because the audience at Obj Expo is made up of consumers rather than buyers placing bulk orders, the answers reflect how cookware is really used at home. That is valuable information for a brand whose products are made in Egypt for Egyptian kitchens and for export markets.
Ceramic-coated or stainless steel cookware? A practical guide
Because Master and Zinox sit next to each other, the same question came up again and again: which one is right for my kitchen? The honest answer is that it depends on how you cook. The table below summarises the general differences between the two types of cookware.
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Ceramic-coated cookware |
Stainless steel cookware |
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Cooking surface |
Smooth coated surface that needs little oil |
Uncoated metal; food needs oil and some technique |
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Everyday ease |
Easy to cook with and to wipe clean |
Needs more attention to heat and cleaning |
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Durability |
Depends on caring for the coating |
Long-lasting, with no coating to wear off |
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Best for |
Eggs, delicate foods, quick everyday meals |
Searing, boiling, stews and long cooking |
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Utensils |
Wood, silicone or nylon |
Most utensils are fine |
Many households end up using both: a coated pan for eggs and delicate foods, and stainless steel pots for soups, rice and stews. If you want to see the stainless steel side of the group, the cookware sets and pressure cookers are a good place to start.
Five tips to get more life from coated cookware
- Use medium heat. High heat is rarely needed and can shorten the life of any coating.
- Choose soft utensils. Wooden, silicone or nylon tools protect the surface from scratches.
- Let the pan cool before washing. Sudden temperature changes can stress the coating.
- Wash gently. A soft sponge and mild soap are enough in most cases.
- Store with care. Place a cloth or paper liner between stacked pans.
These are general care guidelines for coated cookware. For specific products, always follow the instructions that come with them.
From export fairs to the home market
The Obj Expo participation follows a year with a strong international focus. Earlier in 2026, Master El Zenouki joined the 139th Canton Fair in Guangzhou after entering five new international markets, aiming to deepen its presence in the Gulf and Eastern Europe. You can read the full story in our article on Master El Zenouki at the 139th Canton Fair. Its sister brand also used the Canton Fair to support its capacity plans, as described in Zinox El Zenouki's Canton Fair announcement.
Obj Expo shifts the focus back home. Strengthening the brands' presence in the Egyptian market and connecting directly with consumers is a natural complement to export growth. A brand that is trusted in its home market has a stronger story to tell buyers abroad.
What comes next
The new collections shown at Obj Expo are in the early stage of their launch. Over the coming period, the feedback gathered at the show will help the team decide how the ranges develop before wider distribution. For the latest news from the group, follow our news page. If you are a retailer, importer or distributor interested in working with the brands, you can contact the team directly.
About Master El Zenouki
Master El Zenouki is one of Egypt's manufacturers of cast aluminum and coated cookware, including ceramic- and granite-coated products. It operates under El Zenouki Group, established in 1964, which has grown from a small local factory into an integrated industrial group serving local, regional and international markets.
Frequently asked questions
When and where was Obj Expo 2026?
Obj Expo 2026 took place from 8 to 11 October 2026 in District 5, New Cairo, Egypt.
Which brands from El Zenouki Group took part?
Two brands took part: Master El Zenouki, which makes ceramic-coated cookware, and Zinox El Zenouki, which makes stainless steel cookware.
Was the purpose of the show to sell products?
Not mainly. The company said the aim was to introduce its products, engage with consumers and measure how they respond to new designs and materials, rather than to focus on direct sales alone.
Who leads Master El Zenouki?
Mahmoud El Zenouki is the Chief Executive Officer of both Master El Zenouki and Zinox El Zenouki.
What is the difference between Master and Zinox?
Master El Zenouki focuses on ceramic-coated cookware, while Zinox El Zenouki focuses on stainless steel cookware. Both operate under El Zenouki Group, founded in 1964.
Where can I read about the group's export activity?
See our articles on the 139th Canton Fair for Master El Zenouki and Zinox El Zenouki.
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