In a tragic incident that has reignited the debate over regulation, a prominent social media influencer lost his life shortly after participating in a drinking challenge during a live-stream on China’s version of TikTok. The influencer, known as “Sanqiange” or “Brother Three Thousand,” was discovered dead only hours after broadcasting his participation in a Baijiu drinking competition with another influencer.
Baijiu, a potent Chinese spirit often referred to as Chinese vodka, boasts alcohol content ranging from 30 to 60 percent. Witnesses revealed that Sanqiange, whose real name was Wang, took part in an online challenge called “PK” in the early hours of May 16, streaming the event on his Douyin channel. These “PK” challenges involve influencers engaging in one-on-one battles to win rewards and gifts from viewers, often featuring punishments for the loser. In this case, the penalty was consuming copious amounts of Baijiu.
According to a friend identified as Zhao, who tuned in to watch the livestream, Sanqiange had already consumed an unknown quantity of alcohol before Zhao began watching. Zhao recounted, “In the latter part of the video, I saw him finish three bottles before starting on a fourth.” Tragically, by 1 p.m. on the same day, Wang had passed away, as discovered by his family.
Known for his penchant for filming himself participating in similar alcohol-related challenges and sharing them on the app, Wang had become a familiar face on social media platforms. Although a video capturing his final challenge went viral on Chinese social media, it has since been removed.
In recent years, China’s live-streaming industry has experienced explosive growth, creating a multi-billion-dollar market where entrepreneurial influencers vie to sell products in real-time. However, the industry’s unregulated nature has raised concerns among authorities, particularly regarding the lavish lifestyles of some streamers and the controversial challenges they undertake.
Last year, China’s broadcasting authorities imposed restrictions such as banning individuals under the age of 16 from tipping streamers and limiting their access to streaming platforms after 10 p.m. The National Video and Television Administration and the Ministry of Culture and Tourism have also taken steps to prohibit “31 misbehaviors by livestreamers,” including actions like inciting vulgar interactions with users and spreading rumors.
The untimely demise of Wang is expected to amplify calls for stricter regulations within the livestreaming industry. As authorities grapple with finding the balance between freedom of expression and protecting the well-being of influencers and viewers alike, the tragic incident serves as a stark reminder of the risks associated with unchecked online challenges and the need for responsible oversight.
