He Jiaolong, director of Xinjiang’s Agricultural Product Brand Development and Marketing Service Center since 2023, tragically died on January 14 after suffering severe head injuries from a horse-riding accident while filming a beef marketing program. Known for her pioneering use of social media to promote local culture and products, He amassed millions of followers and significantly boosted regional agricultural revenue and employment. Despite previous risky incidents, including a similar fall in 2020, she remained dedicated to showcasing her hometown, believing her efforts were meaningful.

Her death has sparked a nationwide conversation about the safety and pressures faced by officials who create online content to promote tourism and local industries. Following her success, many officials have adopted creative and sometimes daring approaches to attract attention, such as wearing ethnic costumes or performing arts, highlighting both the potential and risks of blending official duties with social media influence.