North Coast, Egypt – Augustus Media has officially launched Lovin’ Sahel, the newest addition to its rapidly expanding Lovin’ network, strengthening its presence in Egypt and furthering its mission to build community-first media brands across the Middle East. The milestone was celebrated with an exclusive launch event at Kyma on Egypt’s North Coast, bringing together leading brands, agencies, creators, and VIP guests for an evening that marked the arrival of the region’s newest lifestyle platform.
The launch event, organized by Posh Management, was an exclusive gathering that brought together senior business leaders, global brand partners, leading agencies, creators, celebrities, and media personalities from across Egypt. Among the distinguished guests was Mohamed Shelbaya, SVP and CEO of PepsiCo for the Middle East and Africa Beverage business, alongside some of the country’s most influential figures from the marketing, business, and media industries.
The evening featured a captivating live performance by renowned Jordanian artist Aziz Maraka, creating an unforgettable atmosphere that reflected the vibrant energy and spirit of Egypt’s North Coast.
The launch also marked an early digital milestone, with Lovin Sahel surpassing 10k Instagram followers during the event, growing from 7k followers before the celebration began. The rapid growth reflected the immediate excitement and strong community interest in dedicated North Coast content.
As the newest addition to Augustus Media’s expanding regional network, Lovin’ Sahel is dedicated to capturing the stories, people, events, and experiences that define Egypt’s North Coast. Through real-time local coverage, engaging social-first content, and meaningful community storytelling, the platform aims to become the go-to destination for everything happening across Sahel.
The launch reinforces Augustus Media’s regional growth strategy, further expanding its portfolio of local media brands that connect millions of people with the communities they live in. Following the success of Lovin’ Dubai, Lovin’ Cairo, Lovin’ Riyadh, Lovin’ Bahrain, Lovin’ Muscat, Lovin’ Kuwait, Lovin’ RAK, and other regional editions, Lovin’ Sahel represents the latest step in the company’s continued investment in hyperlocal storytelling across the Middle East.
“Since launching Lovin’ Dubai in 2015, our mission has been to capture the pulse of communities, elevate local stories, and celebrate the people and places that make each destination special. Following the success of Lovin’ Cairo, we recognized that Egypt’s story was too vibrant and diverse to be captured by a single city.
The North Coast has grown into a destination with its own unique culture, lifestyle, and energy, and it deserves its own platform and brand identity. With the launch of Lovin’ Sahel, we are creating a space dedicated to documenting, celebrating, and championing the stories, people, and experiences that define this incredible community.
Lovin’ Sahel is more than a media platform; it is a canvas for local stories and a way to connect brands, creators, and audiences through authentic community-driven storytelling.”
Richard Fitzgerald, CEO & Founder, Augustus Media
Lovin’ Sahel is another exciting milestone in our vision for Egypt. Building on the success of Lovin’ Cairo, we will continue expanding the Lovin’ network across key destinations, including Alexandria and the Red Sea, celebrating the unique communities that make each one special.
Looking ahead, our new office at Walk of Cairo, opening in H1 2027, will feature state-of-the-art content studios and become a hub for creators, brands, and community events and networking. We’re building more than media platforms—we’re creating spaces where great stories and meaningful connections come to life.”
Shady Mazhar, Managing Director Augustus Misr
About Augustus Media
Augustus Media is a leading digital media company in the Middle East, operating a portfolio of award-winning brands including Lovin’, Smashi, and ODEUM. Through localized content and community-driven storytelling, Augustus Media reaches millions of people across multiple markets, delivering engaging content across digital, social, video, and streaming platforms.
Augustus Media 