Building Egypt’s Green Economy, One Entrepreneur at a Time
Young Egyptian Turned a Tote Bag into a Message of Hope and Eco-Innovation
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Mazen was just 15 when he began dreaming bigger than the narrow streets of Hadaeq El Qobba, a busy neighborhood in Cairo where opportunities for young people often felt out of reach. It was 2021, and like many others his age, he was trying to figure out who he was and what kind of future he wanted. But unlike most, Mazen had a spark—an eye for creativity, a concern for the environment, and a deep desire to make a difference.
He found his first real opportunity through Meshwary, a UNICEF-supported youth development programme that introduced him to the world of leadership and entrepreneurship. It wasn’t just another workshop, it was a turning point. For the first time, Mazen saw that he didn’t have to wait for someone else to create opportunities for him. He could build his own.
"Sustainability starts with awareness. If we can educate, we can empower. If we can empower ourselves, we can change the world,” said Mazen.
In 2022, Mazen launched TOTZ, an eco-friendly brand offering handmade, reusable tote bags and coasters. What started as a personal project quickly evolved into a scalable business, providing individuals and companies with sustainable alternatives to plastic.
But Mazen had bigger dreams. He wanted to do more than sell products, he wanted to create a movement.
In 2024, he founded Sustainability HEROEZ, a youth-led initiative equipping young people with practical skills to enter the green economy. Through hands-on workshops, he trained participants in product customization, sustainable business practices, and eco-conscious entrepreneurship. With growing momentum, Mazen brought TOTZ to local schools, co-working spaces, and national exhibitions, engaging thousands of young people and showing them what was possible.
Critical to this journey was the support of Education above All (EAA) Foundation’s Silatech programme, a key partner under UNICEF’s Generation Unlimited initiative. EAA Foundation’s investment in youth entrepreneurship provided Mazen with the mentorship, resources, and market access needed to grow his vision into a replicable model of success. With their support, Mazen didn’t just chase his dream—he brought others along with him.
By the end of 2024, TOTZ and Sustainability HEROEZ had been integrated into major educational programmes, reaching over 1,000 youth, many from communities where opportunities are scarce, with the tools and mindset to start their own sustainable businesses.
A New Year, A Bigger Stage
In January 2025, Mazen stood inside Cairo International Stadium, his booth at the ‘Business Ya Shabab’ exhibition buzzing with curious visitors and eager supporters. Organized under the patronage of Prime Minister Dr. Mostafa Madbouly, the event brought together Egypt’s young entrepreneurs, ministers, diplomats, and development partners.
A proud graduate of the Meshwary programme, Mazen’s participation showcased the tangible impact of empowering youth with the skills and tools to transform ideas into thriving businesses.
His journey to this moment had been shaped by UNICEF’s partnership with EAA Foundation through the Silatech programme, which played a pivotal role in unlocking his potential. Through Silatech, Mazen gained access to training, market connections, and business development resources. This strategic support was instrumental in turning his vision – TOTZ – into a scalable and sustainable enterprise.
At the exhibition, Mazen met with business mentors, government officials, and potential partners, and came away with two large contracts and a logistics partnership that would help TOTZ expand across Egypt.
This milestone was a win for Mazen, and a clear demonstration of how EAA Foundation invests in the creativity, energy, and promise of young people. When equipped with the right skills and opportunities, they don't just succeed – they become transformative changemakers.
A Ripple Effect of Impact
Looking back, Mazen doesn’t just see a business. He sees lives changed, starting with his own.
He went from a curious teenager to a role model, from selling a few bags to leading a youth-powered movement. Through TOTZ and HEROEZ, he’s helping young people find dignity in work, pride in their creations, and purpose in protecting the planet.
“Success isn’t about what you achieve; it’s about how many lives you impact. My goal is to inspire others to embrace sustainability." Mazen asserted
His mission is clear: to empower youth through self-employment and build a generation of entrepreneurs who can create greener futures for themselves and their communities.
The Power of Partnership
Mazen is an incredible success story – and it’s proof that partnerships can make a big difference. UNICEF's Generation Unlimited and EAA Foundation’s Silatech programme were key in turning Mazen’s potential into reality.
By investing in youth-led innovation and entrepreneurship, Silatech is helping young people build livelihoods, but also fostering sustainable solutions to some of today’s most pressing challenges.
About
Meshwary, a UNICEF-supported youth development programme under the auspices of the Prime Minister, Dr. Mostafa Madbouly, is led by the Ministry of Youth and Sports, and funded by development partners including the Swiss Agency for Development and Cooperation, the Kingdom of the Netherlands, and Education Above All (EAA) Foundation. The programme aims to promote the socio-economic empowerment of young people through a comprehensive skills package that includes life and employability skills, innovation and social entrepreneurship training, and career guidance services, all designed to enhance youth employability and skilling.
The Green Visions and Thriving Futures programme of Education Above All (EAA) Foundation in partnership with UNICEF’s Generation Unlimited will support 370,000 young people across Jordan, Lebanon, and Egypt in greening actions to protect biodiversity, manage waste and conserve water in local communities, with 60,000 of them undergoing a climate action curriculum in preparatory schools. In addition, the programme will support 195,670 youth in Egypt to transition from learning to earning through job placements or self-employment in sectors such as information technology, healthcare, engineering, and agriculture. This includes 22,500 young people who will first learn about climate action through the curriculum, then gain hands-on experience by participating in greening initiatives, and then access job opportunities.
