KUALA LUMPUR: A young Thai social media influencer tragically died after being paid 30,000 baht to drink a 350ml bottle of whisky in one go, Bangkok Post reported.
Thanakarn Kanthee, known online as Bank Leicester, was only 21.
He was pronounced dead in hospital at 3.40am on Thursday after falling ill during the event.
Thanakarn, who had gained popularity by selling garlands and performing freestyle rap to attract customers, was seen in several videos accepting paid alcohol-drinking challenges.
A widely shared video showed him drinking rapidly from a small whisky bottle at a party, cheered on by the crowd.
Some people were seen recording the occasion on their phones.
After completing the challenge, Thanakarn reportedly vomited and appeared unwell before being rushed to the hospital, where he later died.
One social media video captured partygoers laughing as rescue personnel transported him to an ambulance, prompting widespread criticism for their lack of compassion.
Raised by his grandmother in a Bangkok slum following his parents' separation when he was just two months old, Thanakarn began selling garlands at the age of seven to support his family.
His death has sparked a public outcry, with many condemning the dangerous trend of "rubbish content" and urging users to avoid sharing similar challenges.
One of Thanakarn's past social media posts resurfaced, saying: "I am willing to be bullied and insulted just to get scraps of money from the rich people in order to provide for my family."
Social media activist Guntouch Pongpaiboonwet, known as Gun Jompalang, has offered legal assistance to Thanakarn's family.
"People were quick to make content and have fun with it, but when it came to taking responsibility, not a single soul dared step up.
"Please help send my message to his family, if they want to take action against those people (who hired Thanakarn), just let me know.
"I'm willing to help."
The incident has left many reflecting on the risks influencers face and the ethical responsibilities of content creation in today's digital age.