A gunman killed social media influencer César Gastélum during a livestream Tuesday night in Culiacan, the capital of Mexico's northwestern state of Sinaloa. Authorities are investigating the public killing, which underscores a pattern of violence targeting social media personalities in the region.
Video footage of the incident shows Gastélum interacting with two other men in a Kentucky Fried Chicken parking lot when two individuals on a motorcycle approached. One of the assailants produced a firearm and shot Gastélum before they fled the scene. The attack occurred blocks from the local prosecutor's office during evening rush hour.
Mexican officials suggested the killing was linked to cartel violence, though no specific group has been blamed. President Claudia Sheinbaum stated that "the perpetrators must be arrested" and that authorities need to "find out why this deplorable homicide occurred."
Gastélum, who had over 650,000 followers on TikTok and a significant presence on other platforms, was known for posting comedy videos and content featuring Mexican regional music. He occasionally used the term "bélico" in his videos, a slang term associated with cartel culture. On Tuesday night, Gastélum was seen wearing a white sombrero, a style sometimes linked to specific Sinaloa Cartel factions.
Sinaloa has been a focal point of conflict between factions of the Sinaloa Cartel. In the past, these conflicts have been marked by symbolic displays, such as leaving pizzas or sombreros with bodies to signify allegiance to a particular group.
This is not the first time a content creator has been fatally shot during a live broadcast in Mexico. In May 2025, beauty influencer Valeria Márquez was killed while livestreaming from a salon in Jalisco. The recent killing also comes amid pressure from the U.S. government for Mexico to intensify its crackdown on cartel violence.
Security analyst David Saucedo noted that influencers can become targets for various reasons, including alleged ties to criminal factions, romantic relationships with cartel members, money laundering activities, or disseminating cartel-related information. "Cartels are interested in dictating and controlling... the regions where they operate," Saucedo said, aiming to use influencers "as channels for disseminating criminal messages."
An investigation into Gastélum's death is ongoing, with officials examining videos where he reportedly alluded to a criminal group's faction. Candles were lit on the pavement where he was killed, and messages of mourning appeared on his social media accounts.