At a Glance
- TMG’s SouthMed project sales hit $1.38 billion on launch day, driven by celebrity endorsements.
- SouthMed spans 23 million sqm with luxury villas, lagoons, golf, marina, and entertainment district.
- TMG achieved record $10 billion sales in 2024, holding 50% market share in Egypt’s real estate.
In a high-profile mix of celebrity appeal and real estate ambition, Talaat Moustafa Group (TMG) Holding has enlisted football legend Thierry Henry and Hollywood actor Sylvester Stallone to help promote the second phase of its North Coast project, SouthMed. The Cairo-based developer, led by billionaire Hisham Talaat Moustafa, is turning to familiar faces to draw attention to what is already one of the largest coastal developments on the Mediterranean.
Egypt’s SouthMed project draws demand
A sleek promotional video showing Henry and Stallone relaxing by the sea and enjoying the resort’s upscale amenities quickly captured the attention of viewers. The ad, which showcases SouthMed’s turquoise lagoons and wide sandy beaches, has already racked up more than 8.2 million views on YouTube. The public response was immediate and enthusiastic. On the very first day, TMG recorded sales of EGP70 billion ($1.38 billion), marking one of the largest single-day sales ever seen in the Egyptian real estate market.
But SouthMed is about more than just impressive sales figures. Spanning 23 million square meters, the development is planned as a complete coastal destination. It features 8 kilometers of beachfront and 107 kilometers of lagoons suitable for swimming. The master plan includes private villas nestled in landscaped gardens, chalets close to golf courses, and apartments with views of the marina. At the heart of the community is an 18-hole golf course, an international marina, and a future entertainment district designed to serve both residents and visitors alike.
TMG posts record $10 billion sales
TMG has built luxury into every part of the project. The Four Seasons brand will anchor part of the development, reinforcing its high-end positioning. Yet, the offering isn’t only aimed at the ultra-wealthy. TMG has introduced flexible payment plans, including down payments as low as 2.25 percent and installments spread over up to 12 years. A 5 percent cashback incentive tied to the second-phase launch added further appeal.
The strong sales didn’t happen by chance. Since its launch in July 2024, SouthMed has generated EGP352 billion ($6.95 billion) in sales. That momentum has helped TMG hit EGP504 billion ($10 billion) in total sales for the year, by far the most in the company’s history. TMG now holds a commanding 50 percent share among Egypt’s top 10 developers and ranks second in sales among all publicly listed real estate companies across the Middle East.
At the center of this growth is Hisham Talaat Moustafa. As the largest individual shareholder in the group, he has led TMG’s transformation from a domestic builder into a regional real estate force. Under his leadership, the company has maintained an average annual sales growth of 70 percent since 2017. That growth has been fueled by smart land investments, thoughtful urban planning, and a deep understanding of what Egypt’s upper-middle-class and diaspora families are looking for in a home.
TMG expands with billion-dollar SouthMed push
Founded in 1974, TMG is now Egypt’s largest property developer, with over EGP1 trillion ($20 billion) in cumulative sales. Its land holdings exceed 107 million square meters, and the company is beginning to extend its footprint across the wider Middle East. Its Legacy Hospitality unit is also gaining ground, creating a seamless link between real estate, leisure, and high-end hospitality.
Bringing in Henry and Stallone isn’t just a marketing flourish, it’s part of a broader strategy. Henry brings global football recognition and a sense of calm confidence; Stallone, on the other hand, offers grit and star power. Together, they represent the mix of elegance and strength that TMG wants SouthMed to stand for.
In a region where property markets can be unpredictable, TMG’s approach feels deliberate, and bold. SouthMed isn’t just about building homes or resorts. It’s a long-term investment in Egypt’s standing on the global real estate map. And with famous faces backing the brand and billion-dollar sales to prove its appeal, TMG has sent a clear message: the southern Mediterranean isn’t just a destination, it’s becoming a benchmark for luxury living.
