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China’s grasslands became the backdrop for a deadly tragedy last week as Li Yifei, a 23-year-old Mongolian herder who had been elevated to national fame through state media, died while filming promotional content in Inner Mongolia’s remote Xilingol League.
Li, who had been celebrated as the face of China’s ethnic Mongolian culture, reportedly fell from her horse during a filming session and succumbed to her injuries shortly afterward. Her death has sparked a wave of grief across Chinese social media platforms, where she had amassed millions of followers through carefully crafted videos showcasing traditional nomadic herding practices.
The young herder rose to prominence in 2021 when state broadcaster CCTV featured her as a model minority, highlighting her beauty, horsemanship skills, and dedication to preserving traditional Mongolian culture. Her videos typically portrayed an idealized version of pastoral life, showing her riding across sweeping grasslands in traditional dress, tending to animals, and performing cultural rituals.
However, Li’s tragic death has now prompted critical examination of how China’s propaganda apparatus transforms ordinary individuals into symbols for political messaging. As an ethnic Mongolian, Li was presented as the perfect embodiment of China’s narrative about harmonious ethnic relations and cultural preservation within the broader Chinese national identity.
This portrayal came at a sensitive time. Just months before Li’s rise to fame, the Inner Mongolia Autonomous Region had experienced widespread protests and school boycotts over new education policies that reduced Mongolian-language instruction in local schools. The policy shift was part of a broader national push toward greater cultural assimilation that has affected several of China’s ethnic minority regions.
“The timing of her promotion was not coincidental,” said a professor of Chinese media studies who requested anonymity for safety reasons. “State media often elevates individuals from minority backgrounds during or after periods of tension to present a counter-narrative of ethnic harmony and satisfaction with government policies.”
Li’s sudden rise transformed her life dramatically. From a relatively unknown herder, she became a commercial asset almost overnight. Her social media presence expanded to include sponsored content for various brands seeking to capitalize on her authenticity and connection to traditional culture. This commercialization of ethnic identity has become increasingly common in China, where minority cultures are simultaneously celebrated for their distinctiveness and commodified for mainstream consumption.
The pressure to maintain her image reportedly intensified as her following grew. According to close associates who spoke to Hong Kong media outlets, Li faced mounting expectations to produce more visually striking content that would reinforce the romanticized vision of pastoral life. This often meant performing increasingly dangerous stunts on horseback to capture dramatic footage.
“The reality of being a propaganda figure is that you’re expected to maintain an impossible ideal,” said a Beijing-based media analyst. “The gap between the scripted performances and the harsh realities of herding life in Inner Mongolia is substantial.”
The grasslands of Inner Mongolia have faced significant environmental challenges in recent decades, including desertification, overgrazing, and climate change impacts that have made traditional herding increasingly difficult. These challenges were notably absent from Li’s polished presentations of nomadic life.
Since news of her death broke, Chinese censors have been working to manage the narrative. While allowing expressions of grief, authorities have reportedly removed comments that question the circumstances surrounding her accident or critique the exploitation of ethnic minority figures for propaganda purposes.
Li’s story highlights the human cost behind China’s propaganda machine, which frequently transforms real individuals into symbols that serve broader political narratives. As thousands of mourners leave virtual tributes on her social media pages, questions linger about the pressures faced by those who become the human face of state messaging campaigns.
For China’s ethnic Mongolians, who have seen their language, culture, and traditional way of life increasingly constrained by assimilation policies, Li’s tragic death represents not only the loss of a beloved cultural representative but also a somber reminder of how their identity continues to be shaped by forces beyond their control.
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14 Comments
The death of Li Yifei is a heartbreaking reminder of the dark side of state-sponsored propaganda. While cultural preservation is important, it should not come at the risk of human lives. This tragedy calls for a critical examination of the state’s media practices and a renewed commitment to protecting all citizens.
The death of this young herder is a tragedy that lays bare the dark underbelly of China’s propaganda machine. Promoting cultural preservation is important, but not at the risk of human lives.
This is a heartbreaking case that highlights the dark side of state-sponsored propaganda. While showcasing Mongolian culture is admirable, the state’s negligence in prioritizing safety over an idealized narrative is unacceptable.
Well said. This tragedy should prompt a critical examination of the state’s media practices and a renewed commitment to protecting the wellbeing of all citizens, regardless of their cultural background.
The death of this young herder is a devastating outcome of the state’s relentless propaganda machine. Promoting cultural heritage is important, but not at the cost of human lives. Reforms are clearly needed.
Tragic that this young herder died while filming promotional content. Raises questions about the dark side of state propaganda and how it can put people at risk to create idealized images.
Agreed, the loss of this promising young life is deeply saddening. It highlights the need for more scrutiny of state media and its impact on vulnerable individuals.
This is a devastating loss that reveals the human cost of state propaganda. While showcasing Mongolian culture is admirable, the state’s prioritization of an idealized narrative over safety is deeply troubling. Meaningful change must come from this tragedy.
Agreed. The state’s negligence in this case is unacceptable. Protecting the wellbeing of vulnerable individuals should be the top priority, not the creation of propaganda.
This is a sobering reminder of the human costs behind glossy state-sponsored propaganda. While showcasing Mongolian culture is important, it should not come at the expense of safety and transparency.
Well said. The state’s prioritization of an idealized narrative over genuine care for its citizens is troubling. Hopefully this tragedy leads to much-needed reforms.
This is a heartbreaking loss. While celebrating ethnic Mongolian culture is noble, the state’s treatment of Li Yifei as a propaganda tool is deeply concerning. Reforms are clearly needed to protect vulnerable individuals.
Agreed. The state’s prioritization of image over safety is unacceptable. Meaningful change must come from this tragedy to ensure no other lives are lost in the pursuit of propaganda.
The death of this young herder is a tragic outcome of the state’s propaganda machine. While promoting cultural preservation is important, it should never come at the expense of human lives. Reforms are clearly needed to prevent such incidents in the future.