China is mourning He Jiaolong, a mid-ranking Xinjiang official and social media influencer known for promoting the region’s culture, tourism, and agricultural products through horseback livestreams. He, who was not Uighur but often wore Uighur-style clothing in her videos, gained national admiration for showcasing Xinjiang’s scenic landscapes and supporting local sales without accepting personal payment. Tragically, she died at 47 after falling from her horse while filming, an accident that sparked discussions about safety and her riding skills.

He’s efforts came amid China’s broader campaign to improve Xinjiang’s image following international criticism over the treatment of Uighurs, including mass detentions in re-education centers. Her videos focused on picturesque steppe landscapes rather than distinct Uighur culture, aligning with state narratives that portray China’s hinterlands as places of national pride and strength. Online tributes praised her dedication to public service and her role in highlighting Xinjiang’s natural beauty and agricultural wealth.