The Maltese male species in all his glory will have his ego boosted in a three-day expo to “celebrate modern man” in June.

His life was full of “challenges, hardships and responsibilities”, according to organisers X3M events. However, “it does not have to be that way”.

The expo, which is being held because “there is strength in unity and collaboration”, will bring together thousands of men and target their four lifestyles: the entrepreneur, the athlete, the adventurer and the parent.

Competitiveness Parliamentary Secretary Edward Zammit Lewis said the event was “not only about sustaining national pride” but about encouraging entrepreneurship, growth, unity and, most importantly, trust through collaboration.

He welcomed the initiative, saying it was a different event and focused on “the lifestyle of manliness”. The event would “grow, share and build a healthy networking community”, he added.

The expo, to be held between June 6 and 8 at the Malta Fairs and Convention Centre in Ta’ Qali, was launched at the Excelsior Hotel yesterday by four men sitting below a backdrop featuring a blown-up photograph of a handsome man with scruffy hair and a rough beard.

The event will include an added attraction for car lovers as 200 vintage, classic and modern vehicles will be on sale by Malta Car Auctions.

Organiser David Grech said the expo would bring men together in a sense of “unity, belonging and trust”.