See more Toronto Sun on Google — save as a Preferred Source
A Mexican social media influencer was shot to death at a taco shop this week, part of a disturbing development that has seen at least 20 social media figures in the country slain over a two-year span, the New York Post reported.
Jose Luis Esparza, a.k.a. “El Piturris“, 37, was shot dead on Thursday while working at a taco shop in Ciudad Obregon in Sonora state. He was known for good-natured content about his life on Instagram and TikTok. State authorities said the shooter walked into the restaurant and shot Esparza before getting away with an accomplice on a motorbike. Esparza was quickly taken to a hospital, where he later died.
Authorities are investigating if Esparza’s murder has something to do with a relative’s ties to Mexican drug cartels. He might have been a “collateral target,” Mexican security consultant Ivan Moile told the New York Post.
“Since he was related to someone deeply involved … It served as a message,” Moile was quoted as saying.
Increasing trend
Esparza is the latest social media influencer whose murder may be linked to organized crime. Cesar Gastelum, who had more than 600,000 followers on TikTok, was shot while livestreaming outside of a KFC location in Culiacan, Sinaloa, on Aug. 4. He reportedly posted content that supported Sinaloa Cartel faction “Los Mayos.”
Suspected gunman Jose Alberto “El Dron” Hidalgo was arrested on Aug. 26 and allegedly told investigators that Gastelum was shot for “running his mouth” about “Los Chapitos,” a group led by the sons of notorious drug kingpin Joaquin “El Chapo” Guzman.
Valeria Marquez was streaming on TikTok from her Zapopan salon when an assassin shot her point-blank three times in May 2025. The murder has been tied to local Jalisco New Generation Cartel leader Ramon Alvarez and his son — who was Marquez’s former boyfriend. The son denied the allegations.
RECOMMENDED VIDEO
Why influencers are targeted
Mexican social media influencers get targeted for a number of reasons, according to security analyst David Saucedo. Some influencers act as front men or money launderers for drug traffickers and are targeted by rival gangs. Some, though not journalists, disseminate information to the public or draw attention to drug traffickers, which they don’t like.
“Drug trafficking groups are keen to control the editorial narrative—specifically, what is said about them, their rivals, or the authorities,” Saucedo told the Post.