The innovative government official He Jiaolong, whose social media prowess earned her nationwide recognition as a ‘rural influencer,’ has tragically passed away at age 47 following a horseback riding accident during official duties. The incident occurred on January 11th while she was filming preliminary segments for an agricultural e-commerce program in Bole city, located within Xinjiang’s Bortala Mongolian Autonomous Prefecture.
According to official reports from Xinjiang Daily, He sustained severe head injuries from the fall and was immediately transported to a local medical facility. Despite coordinated efforts between regional health authorities and national specialists who conducted remote consultations, her condition remained critical. She was subsequently transferred to a hospital in Urumqi for intensive care but ultimately succumbed to her injuries on the evening of January 14th.
He served as director of Xinjiang’s Agricultural Product Brand Development and Marketing Service Center, operating under the regional Department of Agriculture and Rural Affairs. She pioneered a novel approach to rural development by leveraging digital platforms to promote local agricultural specialties and tourism destinations. Her Douyin account amassed an impressive 6.4 million followers and 65 million likes across approximately 800 short videos.
The official gained national prominence in 2020 while serving as deputy head of Zhaosu county in the Ili Kazak Autonomous Prefecture. Her innovative livestreaming sessions generated substantial economic benefits, including 14 million yuan ($2 million) in agricultural sales within just five months. A particularly memorable promotional video featuring her galloping across snowfields in a vibrant red cloak accumulated over 600 million views across multiple platforms.
Beyond her commercial success, He maintained strict ethical standards, accepting no income beyond her government salary and directing all viewer donations to public welfare programs. Her work earned both regional and national honors, cementing her legacy as a transformative figure in rural development through digital innovation.