Oriental Literacy and China Open Serve Up a Three-Year Partnership for National Health
Table of Contents
- 1. Oriental Literacy and China Open Serve Up a Three-Year Partnership for National Health
- 2. Strategic Alliance for a Healthier China
- 3. A Powerful Serve: Combining Sports and Nutrition
- 4. Serving the Community: “Tennis First Lesson” Charity Plan
- 5. Building on a foundation of Giving
- 6. Implications for the U.S. Market
- 7. A Vision for a Healthy Future
- 8. How does the “Tennis first Lesson” initiative contribute to China’s “Healthy China 2030” initiative?
- 9. Interview: Decoding the Oriental literacy & China Open Partnership for National Health
- 10. Partnership Overview
- 11. Synergy of Sports and Nutrition: “Value Co-creation”
- 12. Community Engagement: “Tennis First Lesson”
- 13. Lessons for the U.S.Market?
- 14. Looking Ahead
By Archyde News
Strategic Alliance for a Healthier China
Beijing – Riding teh wave of China’s “Healthy China 2030” initiative,a national strategy emphasizing the integration of fitness and health,Oriental Literacy,a prominent Chinese nutrition brand,and the China Tennis Open (China Open) solidified a three-year collaboration on March 20,2025. at the Beijing Tennis Center, representatives from both organizations formalized an agreement that names Oriental literacy as the exclusive nutrition supplier for the China Open through 2027. This partnership aims to fuel the event and,more broadly,the nation’s health initiatives with enhanced nutritional support. This is not just about sponsoring a sporting event; it’s about embedding a culture of health and wellness into the fabric of Chinese society.
The signing ceremony brought together key figures, including Li Xiaobin, deputy general manager of Beijing China Open Sports Promotion Co.,Ltd., and Sun Pengbo, president of Sansheng (China), parent company of Oriental Literacy, along with dealers and members of the media.
A Powerful Serve: Combining Sports and Nutrition
The China Open, recognized as Asia’s premier tennis tournament, provides a significant platform for promoting national health and wellness. this renewed collaboration signifies Oriental Literacy’s strategic shift from mere brand visibility to active “value co-creation.”
Sun Pengbo emphasized the synergistic nature of the partnership, stating: “The cooperation between oriental Literacy and China Open is the resonance of ideas, the integration of resources and the co-creation of values, the transmission of values and the practice of social responsibility. Oriental Literacy will uphold the goal of ‘providing good sports to the people and providing good nutrition to the people’. Work with China Open, so that every game, every hit, and every love will become a surging driving force for the advancement of tennis.”
Li Xiaobin echoed this sentiment,noting that the partnership aligns with the “Healthy China” strategy. “In’Healthy China‘Under the strategic guidance, the deepening cooperation between China Internet and Oriental literacy is a model of the integration of sports and health. Oriental literacy empowers tennis enthusiasts with scientific nutrition; while China Open uses event scenarios,star players and the interaction between the whole nation to lead the development of tennis and make the concept of health deeply rooted in people’s hearts. This two-way rush of ‘exercise + nutrition’ is our common goal. ”
The alliance demonstrates a commitment to embedding itself within the burgeoning health industry. By consistently engaging with consumers through event participation, champion endorsements, and educational campaigns, Oriental literacy aims to solidify its brand as a cornerstone of nutritional well-being, encapsulated in the slogan, “the people who are good at nutrition, drink oriental literacy”.
Serving the Community: “Tennis First Lesson” Charity Plan
A highlight of the press conference was the unveiling of the “tennis First Lesson” charity plan. this initiative, a collaborative effort between Oriental Literacy, the China open, and the Soong Ching Ling Foundation, aims to engage young people through tennis programs, fostering a love for sports and promoting physical activity.
This program extends beyond athletic instruction, focusing on character development and instilling values such as perseverance and teamwork. By combining “nutrition + sports + public welfare”, Oriental Literacy seeks to create a holistic approach to healthy living, contributing to the betterment of national nutrition and sports-related public services. this approach mirrors successful initiatives in the U.S., such as the “Let’s Move!” campaign, wich combines physical activity and healthy eating education to combat childhood obesity (Obama, 2010).
Building on a foundation of Giving
Oriental Literacy has a history of supporting sports-related charities, including its backing of the Yexiang Club in 2023, enabling young tennis enthusiasts from underserved communities to compete internationally. This commitment to social responsibility earned the company the “Annual Sports Charity” Award at the 11th sports Buisness Awards. The success of programs like “Tennis First Lesson” demonstrates how brands can effectively align their marketing efforts with social impact, enhancing brand reputation and fostering consumer loyalty.
This dedication to sports charity not only enhances the brand’s image but also amplifies its social impact. Moving forward, Oriental Literacy intends to deepen its involvement in this space, integrating sports and nutrition to advance national health through philanthropic endeavors, strategic brand development, and the cultivation of a health-conscious culture.
Implications for the U.S. Market
The partnership between Oriental Literacy and the China Open provides valuable lessons for the U.S. market. As American consumers become increasingly health-conscious, brands that authentically integrate health and wellness into their core values are more likely to resonate with consumers.
The success of this collaboration underscores the potential for similar partnerships in the U.S.,where companies coudl team up with sports organizations or community programs to promote healthy lifestyles. Here’s a look at potential applications in the American market:
| Key Areas | Potential applications in the U.S. |
|---|---|
| Youth Sports Nutrition | Partnerships between nutrition brands and youth sports leagues to provide educational resources and healthy snack options. |
| Community Fitness Programs | Sponsorship of local fitness initiatives, offering free nutrition workshops and fitness classes in underserved communities. |
| Professional Athlete Endorsements | Collaborations with American athletes to promote healthy lifestyles and responsible nutrition habits through social media and public appearances. |
| Corporate Wellness Programs | Offering wellness programs to employees, combining fitness challenges with nutritional guidance and healthy meal options. |
A Vision for a Healthy Future
Fueled by the “Healthy China 2030” strategy, China is witnessing a surge in health awareness, driven by a blend of conventional Eastern practices and modern scientific nutrition. The collaboration between Oriental Literacy and the China Open serves as a model for cross-sector partnerships within the health industry, redefining the role of nutrition brands in fostering national health. The initiative aims to promote health through technological innovation, cultivate a healthy younger generation, and propel the sports industry forward through community engagement..
With the “Healthy China” initiative serving as a tailwind, Oriental Literacy is poised to make significant strides in promoting national sports and overall well-being, setting a precedent for other brands to follow.
How does the “Tennis first Lesson” initiative contribute to China’s “Healthy China 2030” initiative?
Interview: Decoding the Oriental literacy & China Open Partnership for National Health
Archyde News: Welcome, everyone, to Archyde News.Today, we have the pleasure of speaking with Ms. Mei Lin,Senior Strategist at the China Tennis Open,to discuss the exciting three-year partnership with Oriental literacy,a renowned nutrition brand. Ms. Lin, thank you for joining us.
Partnership Overview
Mei Lin: Thank you for having me. We’re thrilled about this collaboration. It aligns perfectly with China’s “Healthy China 2030” initiative.
Archyde News: Absolutely. Coudl you elaborate on the core objectives of this partnership, especially how it aims to impact China’s health and wellness landscape?
Mei Lin: This partnership isn’t just about sponsorship; it’s about fostering a culture of health. By aligning with Oriental Literacy, we’re ensuring that the China Open, Asia’s premier tennis tournament, becomes a powerful platform for promoting national health and wellness. We aim to integrate nutritional support seamlessly within the event and, more broadly, into Chinese society.
Synergy of Sports and Nutrition: “Value Co-creation”
Archyde News: The concept of “value co-creation” is mentioned in the press release. Can you explain what this entails in the context of your collaboration?
Mei Lin: “Value co-creation” means that we are working together. Oriental Literacy will provide scientific nutrition products to tennis athletes and enthusiasts. The China Open will use event scenarios, star players, and public engagement to promote the integration of exercise and nutrition. It’s a two-way street, where each partner enhances the other’s mission.
Community Engagement: “Tennis First Lesson”
Archyde News: The “Tennis First Lesson” charity initiative is a significant component. Could you tell us more about its goals and how it contributes to a holistic approach to healthy living?
Mei Lin: “tennis First Lesson”, in collaboration with Oriental Literacy and the Soong Ching Ling Foundation, aims to introduce young people to tennis, emphasizing not just athletic skills but also character development. By combining nutrition, sports, and public welfare, we’re hoping to cultivate a generation that values perseverance, teamwork, and a healthy lifestyle.
Lessons for the U.S.Market?
Archyde News: The article highlights the applicability of this model in the U.S. market. What key takeaways can American brands and sports organizations learn from your partnership?
Mei Lin: The U.S.consumer market is becoming significantly health-conscious. By authentically integrating health and wellness values into the core business, brands can build a stronger connection with consumers. Our model encourages US companies to apply similar concepts to their sports markets,which can offer numerous potential applications.
Looking Ahead
Archyde News: What are the long-term visions for this partnership? What are your goals for the future?
Mei Lin: We aim to significantly contribute to China’s initiatives and the sports industry while setting examples of holistic wellness solutions for other brands. We are looking forward to promoting health through nutrition innovation.
Archyde News: Marvelous! Ms.Lin, thank you for your illuminating insights and your time. This partnership is a shining example of proactive health and well-being, and we look forward to seeing its positive impact on the health community in china and beyond.
Mei Lin: Thank you. It has been a pleasure.
Archyde News: We invite our readers to share feedback on this partnership. Do you think similar initiatives would resonate in your community? Let us know through the comment box.
