It has been nearly six months since the Coronavirus made its landmark in Ethiopia. As has been the case around the entire world, businesses have crumbled under the immense pressure the pandemic has exerted upon economic and social life. With the Ethiopian new year up on us, the pressure seems to have persisted as the sectors hit hard by the realities of a world under pandemic have not recovered enough or recovered at all. Kiya Ali looks into the business side of the social celebrations associated with the new year.