Making Chess Social-Friendly at the Asian Amateur Chess Championships
Covering a nine-day international chess championship presented a unique challenge: how do you make competitive chess engaging for social media audiences? Our student creators discovered that the key wasn't just documenting the matches—it was finding the human moments and playful elements that made the game accessible to everyone.
About the Event
The Asian Amateur Chess Championships took place in Hong Kong, organized by the Hong Kong China Chess Federation. This international tournament brought together chess players from across Asia, highlighting Hong Kong's strong chess community and the competitive level across the region.
The Challenge
The Hong Kong China Chess Federation needed content that would:
Make chess feel fun and approachable to broader audiences
Present the event in a playful way while maintaining respect for the sport
Demonstrate Hong Kong's strength in chess through comprehensive event coverage
Highlight the international nature of the competition
Create daily content throughout the nine-day tournament
The Solution: Daily and Diverse Creative Concepts
The brief called for 10 unique reels—each featuring a different trend or creative concept to share this event and keep people excited and informed throughout the tournament.
As the student creators for this project, Andrew and Rachell brought diverse creative approaches to each day. They executed everything from viral Instagram trends adapted for chess players, to interview segments, and even creating original interactive games for spectators and participants to enjoy between matches.
Rachell engages with competitors in short interviews.
Andrew captures players in the Chopstick Chess Challenge.
The goal was to create content that brought excitement and energy to complement the serious nature of competitive chess.
Deliverable & Results
10 unique promotional reels delivered at the end of every day across the nine-day event:
Creative concepts ranging from playful challenges to insightful player interviews
The chess chopsticks challenge became so popular that people started lining up to participate, and organizers left the game setup after filming concluded
Interview segments captured players discussing their favorite opening moves and winning strategies
Content successfully bridged the gap between serious competitive chess and accessible social media engagement
Created experiences that brought the chess community together beyond just the competition
Why Event Organizers Choose BabelX
This project demonstrates how student creators can:
Connect with diverse audiences through creative storytelling approaches
Create interactive experiences that enhance events beyond just documentation
Deliver consistent quality across extended multi-day coverage with same-day turnarounds
Transform serious subjects into engaging, accessible content without losing authenticity
Add unexpected value by creating experiences that bring communities together
The positive response from both participants and organizers showed that thoughtful creative direction can enhance events while creating lasting engagement with audiences who might not otherwise connect with the subject matter.
Got an event coming up? Contact BabelX Studio to discover how student creativity can make your event stand out.
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Watch a few final reels below.
