He Jiaolong, a government official-cum-social media influencer based in Northwest China's Xinjiang Uygur autonomous region, died on Wednesday night following a severe head injury after falling from a horse while filming a work-related program, Xinjiang Daily reported.

The 47-year-old was among the first grassroots officials in China to build a public persona through social media, using short videos and livestreams to promote local agricultural specialties and tourism — a practice that later became widespread nationwide.

The newspaper said He was conducting preliminary filming on Sunday in Bole city, Bortala Mongolian autonomous prefecture, for an agricultural e-commerce program when the accident occurred. She was rushed to a local hospital where authorities pulled together medical intervention efforts, including remote consultations with specialists from other parts of the country. The Xinjiang regional health commission also dispatched experts to assist in Bole.

He was transferred to a hospital in Urumqi on Tuesday for intensive care but died at 11:12 pm on Wednesday, the report said.

He served as director of Xinjiang's agricultural product brand development and marketing service center, which operates under the regional department of agriculture and rural affairs.

Her Douyin account attracted 6.4 million followers and 65 million likes across about 800 short videos.

He rose to national prominence in 2020 while serving as deputy head of Zhaosu county in the Ili Kazak autonomous prefecture, where she livestreamed sales of local agricultural products. The rural county is known for its scenic grasslands and horse industry.

In November 2020, a short video showing He galloping across a snowfield in a red cloak to promote local tourism went viral. The clip accumulated more than 600 million views across multiple platforms, according to Southern Metropolis Daily.

China Tourism News reported that by Nov 30, 2020, five months of her livestreaming generated 14 million yuan ($2 million) in sales of local agricultural and sideline products, along with more than 1 million yuan in viewer tips.

He told Southern Metropolis Daily in 2023 that in less-developed regions, having local cultural and tourism officials step into the public spotlight — rather than relying on celebrity endorsements — was the most cost-effective way to raise awareness.

After assuming her latest post in 2023, He helped more than 400 agriculture-related enterprises shift to e-commerce. She continued promoting Xinjiang's culture and tourism, as well as farm and pasture products through livestreams, accepting no income beyond her government salary and directing all viewer donations to public welfare programs.

Her work earned both regional and national honors, Xinjiang Daily reported.