He Jiaolong, a 47-year-old agricultural official and reluctant social media influencer from Xinjiang Uygur Autonomous Region, China, has died after falling from her horse and sustaining fatal head injuries while filming a promotional video. Known for her viral videos promoting tourism and local agricultural products, He gained millions of followers but remained humble, emphasizing that civil servants should prioritize serving the people over seeking internet fame. She was also an advocate for horseback riding as a necessary skill for officials working in remote pastoral areas.

Throughout her career, He received numerous accolades, including the March 8th Red-Banner Holder and 2022 Figure of the Year in Agriculture, and helped hundreds of agricultural companies upgrade their e-commerce platforms. Her death on January 14 followed emergency treatment after the accident near Bortala. Her passing has been widely mourned by followers who praised her dedication to public service and her role in showcasing Xinjiang’s landscapes and agricultural richness.