The 34-year-old social media influencer was identified as  “Sanqiange” on Douyin.

The man from Jiangsu province in eastern China died after a live-streaming contest that began at 1am on May 16, reports South China Morning Post.

He was found dead later that afternoon, seated at a desk at a friend’s home, Shangyou News reported as quoted by South China Morning Post.

The video of his live streaming has now gone viral on the social media.

A close friend of the influencer, surnamed Zhao, said more than 100 people signed into the contest’s online chat room at the time, but no one raised any concerns.

“He had a wonderful personality. He was very sincere and gentle,” Zhao told Shangyou News as quoted by South China Morning Post.