China official falls off horse while filming local agriculture publicity clip, dies aged 47

A Chinese government official died in January 2026 after falling off her horse while filming for an agricultural e-commerce programme to promote the beauty of the area.

The South China Morning Post (SCMP) reported that He Jiaolong, 47, was riding a horse on Jan. 11, 2026, while filming in the Bortala Mongolian Autonomous Prefecture in Xinjiang, northwestern China.

Died

After falling from the horse during filming, He was rushed to the hospital with a severe head injury.

She was then transferred to intensive care on Jan. 13 but died after 11pm on Jan. 14, according to chinadaily.com.

SCMP reported that many locals attended He's funeral held in her hometown of Zhaosu county, with local flower shops sold out that day.

Others from around the country also ordered flowers to be sent to her funeral.

Promoted hometown's agricultural products

Prior to her death, He served as the director of Xinjiang's Agricultural Product Brand Development and Marketing Service Centre since 2023.

She was one of the first Chinese government officials to become an online influencer, SCMP reported, with many of her videos in Xinjiang going viral.

The deputy head of Zhaosu county, who was promoted to deputy director of Ili's Culture and Tourism Bureau, was given affectionate nicknames, including "county head on horseback" and "the most valiant culture and tourism director".

Her social media account has around 6.66 million followers.

In 2021, He's online fame created RMB140 million (over S$25 million) in sales volume for local agricultural products and brought 2,000 new jobs, according to SCMP.

Fell in 2020

She previously fell from a horse in July 2020 while shooting a promotional video, SCMP reported, adding that He said she had been lucky that a companion riding with her saved her.

She said her husband often worried about her and said she worked too hard.

He's mother also feared for her safety and discouraged her from riding horses after the accident.

However, He said it was "worthwhile as long as [she] could make good films of [her] hometown".

According to english.news.cn, He once said: "I constantly remind myself that I am a public servant, and that my online influence exists to serve the people."

Social media account

According to a social media post in December 2025, He said she had been working too hard to enjoy leisure time or be with her family.

However, she emphasised that she never regretted this decision as she had to promote her hometown's agricultural products to the outside world.

Following He's death, many on social media have begged for He's account to be kept, SCMP reported, adding that this was so people could visit her whenever they missed her.

Top photos via He Jiaolong/Douyin