Recently, a popular internet personality from mainland China, known as “Crazy Little Horse Brother,” has tragically passed away. On November 11, his sister disclosed that during a live-streaming session with other broadcasters, her brother was pressured to consume 20 bottles of alcohol. Unfortunately, he collapsed from exhaustion before finishing, and his family is now seeking accountability from both the host of the live stream and the platform itself.
According to reports from a local outlet, the family announced the news of his death on the same day. His sister recounted that her brother was engaged in a live broadcasting competition, colloquially referred to as “PK.” During this session, he was challenged to drink a substantial amount of alcohol but succumbed to the pressure and did not survive the ordeal. She emphasized that they intend to take legal action against the other participants and the platform responsible for the event once they have laid him to rest.
Officials from the government in Niuchang Town, Zhi Jin County, Bijie City, Guizhou Province, confirmed to the media that the incident indeed occurred and that local police have since launched an investigation.
“Crazy Little Horse Brother” was known for his adventurous outdoor videos, which included activities such as ant nest excavations and hornet’s nest harvesting. Rumors had initially circulated online suggesting that his death was caused by a fire ant sting; however, his sister firmly rejected these claims.
This tragic event follows another concerning incident earlier this year. In August, a 24-year-old Mukbang (eating show) host from Shandong, known as “Ganfan Yingying” (real name Chen Ziyi), passed away under similar circumstances. She was popular among her one million fans. Her parents announced her death on September 4, stating she had died on August 17. In a video released just days before her death, she revealed she had been hospitalized due to low potassium levels and mentioned her unhealthy lifestyle characterized by late-night hours and constant eating, which had taken a toll on her health.
During her life, “Ganfan Yingying” disclosed that she often had to consume 60 to 70 preserved eggs for her broadcasts, lamenting the difficulty of generating income.
In another incident this year, a 46-year-old drinking vlogger known as “Drunk Wolf of Luohe,” Guo Yonghua, also made headlines following his death. His last recorded drinking video, posted on April 30, showed his hands trembling. After a hospitalization, he succumbed to his condition on May 5 despite attempts to save him. Reports suggested that Guo had previously quit drinking due to gout but had resumed shortly before his death.
Scholars and experts, such as Guo Yidan, have recently criticized the excessive risk-taking seen in some Mukbang and drinking broadcasts. They noted that some hosts circumvent platform regulations by airing late-night shows and presenting their eating as part of a product-testing endeavor, thereby avoiding scrutiny over their dangerous consumption practices.
According to Guo, platforms should take a more comprehensive approach to evaluating risk. This includes considering the visuals, captions, and the host’s physical condition while reducing the emphasis on sensational and extreme content. She advocates for health warnings to be issued to hosts who frequently engage in hazardous eating practices.
In the aftermath of “Crazy Little Horse Brother’s” death, many internet users expressed their grief and disbelief online, questioning whether such extreme measures for gaining views are necessary. Others have raised crucial inquiries about the accountability of the broadcasters and platforms that allow alcohol consumption as a punishment in live-streaming competitions.