雪野驰风扬倩影，“娇龙”载物赴荣光
He Jiaolong was a government official and social media influencer from Xinjiang. As one of China’s first local officials to use social media for public image building, she made great contributions to Xinjiang’s development.
He Jiaolong became famous across the country in 2020 when she worked in Zhaosu. Zhaosu was a rural county known for its beautiful grasslands and horse industry. At that time, she used short videos and livestreams (直播) to sell local agricultural products. In November 2020, a short video brought her even greater fame. In the video, she rode a horse fast across a snowy field in a red coat to promote local tourism. This video got over 600 million views on different platforms.
By November 30, 2020, her livestreams had helped sell 14 million yuan worth of local agricultural and other products in five months. She also received more than 1 million yuan in tips from viewers. He Jiaolong said that for less-developed regions, it was an affordable and effective way for local officials to promote their regions, instead of asking famous people for endorsements (代言).
In 2023, He Jiaolong took the post of director of Xinjiang’s agricultural product brand development and marketing service center. She helped over 400 agriculture-related companies switch to e-commerce. She continued to promote Xinjiang’s culture, tourism and farm products through livestreams. She only accepted her official salary and donated all viewer donations to charity.