Dongfang Chaomo: Helping More People Pick Up a Camera

NEW YORK, NY - August 25, 2026 - To date, the Dongfang Chaomo team has provided digital communications planning for more than 300 rural sporting events. Shi Xuenian is the founder and head of the team, leading its work across events including Rongjiang's Village Super League, widely known as "Cun Chao", "Hua Chao" in Chuxiong, Yunnan, "Bing Chao" in Wujiaqu, Xinjiang, and "Hong Chao" in Fuping, Hebei.

Before that, Shi mainly used his personal social media account to film basketball and rural sporting events. In June 2023, one of his short videos about Cun Chao received more than one million likes. That same year, he became involved in digital communications planning for Cun Chao. His work then expanded beyond individual short videos as he began working with the Dongfang Chaomo team on rural sports communications, including identifying local people and stories, planning content and supporting communications around rural sporting events.

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Through its work on rural sporting events, the Dongfang Chaomo team identified several recurring challenges. Locally rooted content often struggled to attract and sustain attention; the local creator base was fragmented, making it difficult to build a stable communications network; and platform rules and distribution mechanisms could limit the efficiency with which content reached wider audiences.

The team first focused on content. In Rongjiang, grassroots players, vendors, craftspeople and local residents became subjects for stories, while Dong songs, lusheng music, Miao embroidery, batik and other forms of local culture were collected and documented. The material was organised into four categories - grassroots stories, ethnic culture, everyday local life and competitive sport - and added to the "Village COOL" content library for use in rural sporting event planning, content production and communications.

The library now contains digital profiles of 627 players, visual records of 38 villages and digitised material covering 52 items of intangible cultural heritage. The material has also been incorporated into rural sporting event settings: rice-wine welcoming rituals are used to greet visitors, traditional parades have become part of the event programme, while Miao embroidery, batik, local food, cultural merchandise and local agricultural products have appeared in markets and exhibition areas. Competition remains at the centre, but communications around rural sporting events are no longer focused only on scores and goals.

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To support continued local content creation, the Dongfang Chaomo team began recruiting and training local creators through multiple rounds aimed at rural entrepreneurs and young local residents. Within the team, these creators are referred to as "zhuliren". They learn local storytelling, livestreaming and digital communications, while also taking part in account management and practical work around rural sporting events.

In the first cohort of the training programme, more than 100 people applied, 80 entered the initial selection and 20 were eventually chosen. Alongside classroom learning, participants took part in filming, livestreaming practice, assignment reviews and practical work at rural sporting events, with livestreaming, clip editing, digital communications and account collaboration included in the hands-on training.

Xiong Zhuqing, known locally as "Watermelon Girl", was one of them. She first drew attention after handing out watermelons at Cun Chao and later became class leader of the first cohort. Beyond appearing on camera herself, she helped coordinate the cohort's learning, liaised with mentors, supported work related to rural sporting events and led group livestreaming practice. After the formal training ended, participants continued producing content through account collaboration, field visits and local content creation. Following multiple rounds of recruitment and training, the Dongfang Chaomo team has trained 286 local creators.

Alongside the training of local creators, the Dongfang Chaomo team began building a decentralised communications network for rural sporting events. Content accounts provide the initial material, local creators and media creators take part in co-creation and further distribution, while ordinary spectators can join through offline interactive channels. Rural sports content can therefore move beyond a small number of accounts and circulate through multiple points in the network.

To lower the barrier for ordinary spectators, the team has also introduced NFC-based "tap-to-create" access points at rural sporting event sites. By tapping a phone at one of these points, users can quickly generate short videos using existing material and preset templates, allowing villagers and visitors with little or no editing experience to create and share content. According to the Dongfang Chaomo team, more than 650,000 instances of participation in content creation have been recorded.

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From individual content creation to team-based communications, and then to participation by local creators and ordinary spectators, the Dongfang Chaomo team is helping shift the documentation of rural sporting events from the work of a few to a shared form of storytelling involving more local people.It not only charts an organic, sustainable local dissemination pathway for rural content, but also nurtures an enduring homegrown creative force for rural cultural communication.

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