He Jiaolong, a Chinese government official and director of Xinjiang’s Agricultural Product Brand Development and Marketing Service Centre, tragically died after falling from a horse during filming for an agricultural e-commerce program in Xinjiang. The accident occurred on January 11, and she succumbed to her severe head injuries on January 14 at the age of 47. He was known for promoting the beauty and agricultural products of her local area through her influential online presence, boasting 6.7 million followers.

Her death has ignited widespread online debate about the growing trend of “official influencers” in China—government officials who use social media platforms to market local products and regions. Despite acknowledging the personal sacrifices involved, including limited leisure and family time, He expressed no regrets about her role in promoting her hometown, highlighting the pressures and dedication behind this emerging phenomenon.