A social media influencer in China, known as “Sanqiange” or “Brother Three Thousand,” tragically passed away shortly after live-streaming himself consuming multiple bottles of strong alcohol on the country’s version of TikTok. The incident has caught the attention of state-run media. It is likely to reignite discussions about the regulation of the influencer industry.
According to reports, Sanqiange, whose real name is Wang, was found dead. He had been participating in a drinking competition with another influencer on his Douyin channel. The competition involved consuming Baijiu, a potent Chinese spirit known for its high alcohol content ranging from 30% to 60%.
A friend of Wang, identified as Zhao, revealed that he witnessed Wang finishing three bottles of Baijiu during the live-stream before starting on a fourth. The online challenge, referred to as “PK,” often involves influencers competing against each other. The competition is mostly for rewards and gifts from viewers, sometimes with punishments for the loser.
Wang described as a “decent and straightforward” individual, had a history of filming himself. Particularly while engaging in similar alcohol-related challenges and sharing them on the app.
Although a video of Wang’s final challenge went viral on Chinese social media, it has since been removed. This unfortunate incident has sparked a debate surrounding the regulation of China’s live-streaming industry. The Chinese live-streaming industry however has grown into a multibillion-dollar sector. Authorities have been paying closer attention to the industry. Especially due to concerns over the extravagant lifestyles of some influencers and the unconventional challenges they undertake.
In response, China’s broadcasting authorities have already imposed restrictions on tipping streamers for individuals under the age of 16 and limited their access to the platforms after 10 p.m. Additionally, the National Video and Television Administration, along with the Ministry of Culture and Tourism, has taken steps to ban various “misbehaviours” by live streamers, including encouraging vulgar interactions or spreading rumours.
cc: CNN
