A 29-year-old Chinese fashion influencer known online as “Ni De Du Kou” has reportedly passed away suddenly on New Year’s Day, sending shockwaves across social media platforms in China and beyond. The influencer, whose real name was Zhang Chun, was said to have collapsed in the early hours of the morning and later pronounced dead after emergency resuscitation efforts failed. Her family has since confirmed the death, and her body has already been cremated in Shanghai.
The sudden passing of the young internet personality sparked widespread disbelief, particularly given her age and previously active online presence. Screenshots circulating online allegedly showed conversations between Zhang’s close friends and her mother, with her mother describing the death as sudden. She reportedly mentioned that her daughter had a habit of staying up late and had existing heart-related issues, though no official medical report has been released publicly.
Zhang rose to prominence in 2018 while still a university student, gaining attention for her distinctive sneaker fashion and streetwear styling. With her clean-cut image and strong personal branding, she quickly amassed a following of more than one million across social media platforms. Fans affectionately dubbed her the “Sneaker Goddess”, and she later expanded into music, even appearing on a Chinese rap reality programme and releasing several singles that further boosted her profile.
FROM INTERNET FAME TO FINANCIAL STRUGGLE
Despite early success, Zhang’s career trajectory took a difficult turn in recent years. She ventured into entrepreneurship by launching her own streetwear brand, but the business reportedly failed due to poor management and mounting costs. The collapse of her brand left her saddled with significant debt, placing immense financial and emotional strain on the young influencer.
According to reports, Zhang struggled with depression during this period, compounded by online criticism and the pressure of maintaining relevance. In an attempt to repay her debts, she later announced that she would be moving onto an overseas adult subscription-based platform, a decision that drew intense public scrutiny and backlash. The move exposed her to further cyberbullying, which friends say took a toll on her mental wellbeing.
In a livestream last year, Zhang openly disclosed that she had contracted syphilis, resulting in serious skin complications. While her honesty was praised by some for raising awareness about sexual health, others responded with ridicule and malicious comments, adding to the controversy surrounding her personal life.
ONLINE SPECULATION AND A CALL FOR RESTRAINT
Following news of her death, online speculation intensified. Some netizens questioned the authenticity of the reports, claiming that her social media accounts appeared to show activity after her supposed passing. The absence of a publicly released death certificate further fuelled rumours and conspiracy theories.
However, several of Zhang’s close friends later posted heartfelt tributes, describing her as generous, sincere and warm-hearted in private. They urged the public to stop spreading unfounded speculation and to show basic respect to the deceased and her family.
The incident has once again highlighted the darker side of internet fame, particularly the immense pressure placed on young influencers to succeed financially while enduring constant public judgement. For audiences in Singapore and the wider region, Zhang’s story serves as a sobering reminder of the hidden costs of online celebrity, the importance of mental health support, and the long-term impact of cyber harassment.