China’s live-streaming industry is facing scrutiny following the death of an influencer who drank several bottles of Baiju during an online competition. (Image: Reuters)
Wang, known as “Sanqiang”, passed away after consuming several bottles of strong liquor during an online challenge.
A Chinese social media influencer died shortly after live-streaming himself drinking several bottles of wine on Douyin, the Chinese version of China’s social media app TikTok.
The death of influencer “Sanqiang” (or “Brother Three Thousand”) sparked a debate in China regarding enforcement of rules on so-called challenges and competitions held on these platforms.
Sanqiange, also known by her real-life surname Wang, took part in PK – an online challenge – on May 16, facing another influencer.
During the challenge, he drank at least four bottles of baiju – a Chinese alcoholic beverage with a typical alcohol content of between 30% and 60% – and live-streamed the results on his Douyin channel. Wang died about 12 hours later.
The PK challenge involves one-on-one battles where influencers compete to win prizes and gifts from the audience. The one who loses gets punished and in Wang’s case the punishment was drinking baiju.
“I don’t know how much he had consumed before I tuned in. But in the later part of the video, I saw him finish three bottles before starting the fourth bottle. PK’s game ended around 1 PM and went on till 1 PM (When his family found him) he was gone,” Zhao was quoted by the China-based shangyou news,
His friend said that Wang was a “decent and straightforward” person and had previously filmed himself participating in similar competitions that involved alcohol consumption and posted them on Douyin.
A viral video showing Wang’s final challenge went viral on Chinese social media, but has since been removed.
Over the past few years, the live-streaming industry has grown rapidly in China, creating a market where influencers attempt to sell products in real time on social media.
Wang’s death is expected to spark debate about industry regulations, as authorities are concerned about the extravagant lifestyles of some streamers and the unorthodox challenges they face.
Last year, Chinese broadcasting authorities implemented rules banning individuals under the age of 16 from tipping streamers and limiting their access after 10 p.m.
Chinese state media reported that the National Video and Television Administration and the Ministry of Culture and Tourism also took steps to ban some abuses by livestreamers, including encouraging obscene talk and spreading rumors among fans.
