He, director of Xinjiang’s Agricultural Product Brand Development and Marketing Service Center since 2023, suffered severe head injuries after falling from a horse while filming a beef marketing program in Bortala Mongol Autonomous Prefecture, Xinjiang, northwestern China, on Jan. 11.
She was taken to hospital but died on Jan. 14, the Global Times said.
In a video posted on the last day of 2025 to her Douyin account, which has 6.7 million followers, He said she worked too hard that she had little time for her family. She said she did not regret the choice, however, as she believed her mission was to promote products from her hometown to the world.
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He Jiaolong rides on horseback in a festive outfit in Xinjiang, China. Photo from X/@CHN_horseracing |
He was one of the first Chinese civil servants to gain large followings on social media. In 2020, a video of her wearing red and riding a horse across a snow-covered field in Xinjiang drew more than 600 million views.
She previously served as deputy head of Zhaosu County before being promoted to deputy director of Ili’s Culture and Tourism Bureau, according to the South China Morning Post. Internet users affectionately nicknamed her “the most valiant culture and tourism director”.
Her online presence helped generate 140 million yuan (US$20 million) in revenue for local agricultural products in 2021 and created 2,000 jobs.
“My traffic serves the people.” she said.
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He Jiaolong live-streaming in Xinjiang, China. Photo from X/@yisabek |
She was also thrown from a horse while filming in July 2020. Her husband and mother urged her to stop taking part in risky activities but she said it was “worthwhile as long as she could make good films of my hometown”.
She once sat on a bed suspended 100 meters above the ground to promote Xinjiang cotton.
Her funeral was held in Zhaosu County on Jan. 14. Flower shops said they had sold out as people nationwide sent floral tributes.
Her death has prompted debate over officials producing online content. After her rise to fame, other tourism officials adopted similar approaches, including Liu Hong, director of the Garze Tibetan Autonomous Prefecture, who dressed as a martial arts hero in a 2022 video. Others have worn ethnic minority costumes, performed rap, played instruments or spoken English to attract tourists.
