A social media star was found dead just hours after downing seven bottle of high-strength alcohol for a live stream stunt.
The popular influencer - know as both Sanqiange and Brother Three Thousand on TikTok and Instagram - was only 34.
The content creator, real name Wang Moufeng, was reportedly found dead 12 hours later.
His body was discovered by his family the morning after he filmed the video, which saw him drinking notoriously strong drink Baijiu.
He filmed himself on the Chinese version of TikTok, Douyin, taking part in a contest with another influencer.
He live streamed the challenge to his thousands of followers on May 16.
The man had been drinking the Chinese spirit, which has an alcohol content of between 30 per cent to 60 per cent.
Shangyou News reports that Sanqiangeor had been taking part in an online challenge called PK which sees influencers battling out to win gifts and rewards from viewers.
The loser needs to complete punishments and in this case, it is believed the punishment was drinking Baijiu.
The video showing the influencer taking part in the challenge is no longer available after it went viral on Chinese social media.
A friend called Zhao, told Shangyou News: “I don’t know how much he had consumed before I tuned in. But in the latter part of the video, I saw him finish three bottles before starting on a fourth.
“The PK games ended at around 1 a.m. and by 1 p.m," he added. "When his family found him, he was already gone, he didn’t even get a chance for emergency treatment."
Zhao described his friend as a "decent and straightforward" person and said he regularly shared videos of himself taking part in similar booze-based challenges.
Another live streamer called Grandpa Ming also spoke of his friend.
He told the Strait Times: "He played four rounds of PK in total. He (drank) one in the first round.
"He drank two plus three more Red Bulls energy drink during the second round.
"In the third round, he didn't lose. In the fourth round, he (drank) four which makes it a total of seven (baijiu) and three Red Bull."
