He Jiaolong, a 47-year-old Chinese government official and influencer known for promoting local agriculture through viral videos, tragically died after falling from a horse during the filming of an agricultural e-commerce program in Xinjiang. Despite being rushed to the hospital, she succumbed to a serious head injury sustained in the accident. Jiaolong had gained national fame for her social media presence, amassing 6.7 million followers and significantly boosting local businesses with her campaigns, which created substantial sales and jobs in the region.

Jiaolong’s online influence made her a beloved figure, earning nicknames like “the county head on horseback” and symbolizing rural promotion through social media. However, her work carried risks; she had previously survived a similar horse-riding accident in 2020. Known for her dedication, she once expressed that her online traffic was meant to serve the people, despite the personal toll on her family life. Her funeral in Zhaosu County drew widespread attention and mourning from across China.