近日，百岁山宣布与亚洲排球联合会（AVC）达成全新合作，正式成为亚洲女子排球锦标赛的官方饮用水合作伙伴。
Santiago Gamboa, writer and minister counselor of the Embassy of Colombia in China, (left) and Héctor Abad Faciolince, a Colombian novelist, writer and journalist at a sharing session at the Embassy of the Republic of Colombia in China on August 18, 2026. Photo: Dong Feng/GT
The Embassy of the Republic of Colombia in China hosted a colloquium with Héctor Abad Faciolince, a Colombian novelist, writer and journalist. The writer shared on Tuesday his growth journey from a journalist to achieve his dream as a writer, his observation of the Colombian society and his impression about the changes in China.
In a fully packed hall, Minister Plenipotentiary Jose Fernando Bermúdez Cendales said in his opening remarks that the event is part of an initiative to bring Colombian culture closer to the Chinese public while simultaneously creating new spaces for dialogue and exchange between the two countries.
Bermúdez said that Abad's visit to China offers a particularly valuable opportunity to showcase the richness of our literature and to strengthen the cultural and human bridges connecting Colombia and China.
The session, chaired by Santiago Gamboa, writer and minister counselor of the Colombian Embassy, focused on the career and body of work of Abad and in particular,
El olvido que seremos (Oblivion: A Memoir).
Abad's book is a seminal work of contemporary Colombian literature in which personal and family memory engage deeply with Colombia's recent history. Its translation into Chinese allows this story to reach new readers and represents an extraordinary opportunity to bring both societies closer together through literature, per some commentators.
"We hope this gathering will be an open conversation among cultures, readers, and experiences, and a new expression of the friendship that Colombia and China continue to build," said Bermúdez.
Abad, one of the most important voices in contemporary Latin American literature, shared with the Global Times that this is his second trip in China. The last time he visited the country was two decades ago.
This time, in his eyes, China has changed a lot. In many ways, the country stands for the future of the world.
Abad said he is surprised to see how much Chinese people are depending on the electric devices and network to communicate in a virtual world, and said that he felt "like an alien."
Talking about his interaction with readers in Shanghai, Abad smiled, saying that the readers selected some phrases from his book and asked him to write down as part of the autography and signature for them.
In his book,
El Olvido Que Seremos (The Oblivion We Will Be), which is acclaimed as a "love letter from a son to his father," is not only a deeply affectionate look back at familial bonds but also a courageous attempt to defy oblivion.
Rooted in true events,
The Oblivion We Will Be chronicles the life of his own father. Abad noted that his father was killed in August 1987 - nearly forty years ago.
In the Western literary tradition, a father is often portrayed as a distant or even negative figure. His father, however, was "totally different - a man of love and deep sense of responsibility in both the public sphere and his family life."
Such image of a benevolent, non-authoritarian father has impressed his Chinese readers as well, he said.
As a physician, Abad's father dedicated his life to addressing fundamental issues affecting people's well-being, such as drinking water quality and public health, steadfast in the belief that the world could be made better through action.
Abad's work addresses themes such as memory, violence, inequality, and the human condition, deeply marked by the murder of his father, an event that inspired his most iconic book, The Oblivion We Will Be was published in Chinese by Writer's Publishing House in Beijing in July.
。排球世界（Volleyball World）首席执行官Ugo Valensi、亚洲排球联合会（AVC）代表Ramon Suzara、景田集团品牌总经理汪梅花及行业嘉宾共同出席签约仪式。此次携手不仅延续了双方长期以来的战略默契，更彰显了百岁山以体育为纽带，深耕全球市场、向全球展示中国品牌和态度，并推动排球运动高质量发展的坚定决心。
一、一路同行：见证排球荣耀之路百岁山与排球运动的渊源由来已久。自2009年起，百岁山便成为中国排球协会官方合作伙伴。2018年，百岁山更是成为国际排联（FIVB）首个来自中国的全球合作伙伴，先后为世界排球联赛（VNL）、女排世锦赛等顶级赛事保驾护航。亚洲作为全球排球人口最密集、发展潜力最大的地区，亚锦赛汇聚了顶尖队伍与亿万球迷的期盼。
二 | 百岁山将深度融入赛事服务体系，从运动员饮水补给到全程赛事保障，与AVC共同致力于扩大排球在亚洲的受众圈层，深化与各地球迷的情感连接，推动排球运动在亚洲的长足发展。二、全球版图：体育营销背后的品牌格局百岁山以“水中贵族”为品牌内核，构建了覆盖多领域的全球体育合作版图：从FIBA篮球世界杯、世界羽联赛事到WTT乒乓球赛事，百岁山持续亮相世界各大顶级赛场；在足球领域，与尤文图斯续签五年合作协议，并推出“青春圆梦计划”，搭建球迷与国际顶级俱乐部之间的情感桥梁；同时，通过多元赛事赞助与活动推广，激发大众运动热情，带动更多消费者参与基层体育活动。这些努力，不仅让百岁山成为国际赛场的“中国名片”，更让世界看到中国品牌的责任与格局。三、品质如山：以品质之力护航体育梦想面对全球体育赛场的严苛考验，百岁山始终将“高品质”作为破局与发展的核心引擎。其天然矿泉水采自地下深层岩层，富含偏硅酸等珍稀矿物质，能精准补充运动员流失的微量元素，做赛场上的“隐形队友”。同时，百岁山采用德国克朗斯顶尖生产线，以严苛品控推动中国矿泉水行业与国际接轨，并以顶级赛事赞助为载体，积极践行社会责任，倡导健康生活方式。
三 | 百岁山的体育营销，不止于品牌的单向传递，更是一场与体育精神的双向奔赴。水是载体，亦是纽带——它连接的不只是运动员与观众，更是文化与热爱。
四 | 当百岁山的专业品质遇上排球的拼搏基因，两者便产生了最深层的共鸣。未来，百岁山将继续以体育为支点，让中国品牌的力量在世界赛场上生根发芽，与全球体育事业共赴下一程山海。
