Influencers in rural China boost tourism and trade, from a hot Tibetan herder to a cool, ‘too beautiful’ horse rider in Xinjiang

• An official’s videos of herself riding in horseback across the snows of Xinjiang has helped bring in tens of thousands of dollars for farmers in her county
• It follows the craze for Tibetan herder Zhaxi Dingzhen. Now regional governments are scouring their populations for similar ambassadors to promote remote areas