May she rest in peace.
2 hours ago
A Chinese government official has tragically died after a horse riding accident while filming promotional content for her hometown.
He Jiaolong | SCMP
He Jiaolong fell from a horse on January 11 while shooting an agricultural e-commerce video in Xinjiang’s Bortala Mongolian Autonomous Prefecture. She suffered a severe head injury and was rushed to the hospital, but ultimately passed away on January 14.
[Video could not be displayed]In 2020, she survived a dramatic fall from her horse.
She had served as the director of Xinjiang’s Agricultural Product Brand Development and Marketing Service Centre since 2023 and was widely known as one of China’s first “official influencers.”
[Video could not be displayed]
She rose to national fame in 2020 after videos of her riding a horse across snowy landscapes in Xinjiang went viral, earning hundreds of millions of views. Her online popularity reportedly generated over 140 million yuan (approximately $20 million USD) in sales for local agricultural products and created thousands of jobs.
| SCMP
Following news of her death, many netizens expressed heartbreak and ordered flowers to her funeral, while others began debating the growing trend of government officials becoming online influencers.