Mexican influencer César Gastélum was shot dead during a TikTok livestream in Culiacán, Sinaloa, on Tuesday; he was 25 years old and had over half a million followers. The attack occurred outside a fast food restaurant in a district plagued by cartel violence, while Gastélum was livestreaming with two friends when two men on a motorcycle pulled up and one of them fired directly at him. The video was later removed from the platform, but images and clips of the attack continued to circulate online.

Violence Against Influencers in Mexico

This is not the first time a social media influencer has been killed in Mexico, Last year, 23-year-old Valeria Márquez was shot dead during a TikTok livestream at a beauty salon in Zapopan, Jalisco. She was delivering a package when a man entered the salon and fired two shots at her,into the chest and head — Márquez collapsed on camera and died at the scene.

According to the Jalisco State Prosecutor’s Office, the attack on Márquez was being investigated as a potential femicide. The suspect entered the salon pretending to deliver a gift, and Márquez appeared to express concern during the livestream, saying, “Maybe they came to kill me. To take me, or what? I’m worried.” The suspect was described as a man pretending to be a delivery worker and was believed by prosecutors to be a hired hitman.

Cartel Rivalries and Rising Violence

Culiacán, where Gastélum was killed, has been a flashpoint for violence since September 2024, when rival factions within the Sinaloa cartel—Los Chapitos and La Mayiza,fell out. The district has seen an increase in targeted killings, including a dozen influencers,some allegedly linked to criminal gangs,who have been murdered in recent years, according to local media.

El Gordo Peruci, another influencer shot dead in December 2024, was reportedly linked to cartel-related tensions. In July, authorities announced the arrest of Ramon Angel Alvarez Ayala, who was connected to both Márquez’s killing and the November 2025 murder of Uruapan Mayor Carlos Manzo, according to Reuters.

Violence in the region has escalated with regularity. In Zapopan, where Márquez was killed, a former PRI party congressman, Luis Armando Córdova Díaz, was also shot dead in a café only hours after Márquez’s murder. According to UN data, approximately 10 women or girls are murdered daily in Mexico.

Public Reaction and Ongoing Investigations

Gastélum’s murder shocked local and national audiences, particularly given the visibility of the attack. On social media, fans expressed grief and disbelief, with one user writing, “I had the chance to meet her in person, a person with a very beautiful energy. I’m still in shock. I can’t believe I’ll never see her [livestream] again,” according to a translated Instagram post.

Police and forensic teams cordoned off the scene where Gastélum was killed and are collecting evidence, including cartridge casings and CCTV footage, while no arrests have been made, and the two men on the motorcycle fled the scene. It remains unclear whether Gastélum had received any threats prior to the attack, and On his Instagram account, he often shared travel photos, selfies with luxury cars, and posts at the graves of other influencers.

Investigations into both Gastélum’s and Márquez’s murders are ongoing. The Jalisco State Prosecutor’s Office said they are examining the possibility of targeted attacks, particularly in light of the region’s history of cartel-related violence and influencer killings. Both cases highlight the increasing dangers faced by public figures in Mexico, where social media presence can expose individuals to extreme risks.