Valeria Marquez, a social media influencer, was killed during a TikTok livestream in Jalisco, Mexico. She was shot at a beauty salon in Zapopan.
Authorities are investigating the case as a possible femicide.
Luis Armando Cordova Diaz, a former congressman, was also murdered in the same area. The New Generation Jalisco Cartel controls the region.
Valeria Marquez, a 23-year-old social media influencer, was fatally shot during a live TikTok broadcast from a beauty salon in Zapopan, Jalisco — a chilling incident that underscores Mexico’s ongoing battle with violent crime and gender-based attacks.
State officials confirmed the shooting occurred Tuesday while Marquez was livestreaming.
According to reports, she was speaking with someone off-camera — believed to be a delivery person — when a gunman opened fire, striking her in the chest and head. She died instantly.
The assailant reportedly arrived on a motorcycle, posed as a delivery worker, and then carried out the execution.
Earlier that day, Marquez had posted a selfie from the same salon on her Instagram Story.
In the livestream that has since gone viral, she is heard saying, “They’re coming,” before a voice off-camera asks, “Hey, Vale?”
She responds, “Yes” — her final word before the audio mutes.
Moments later, gunshots are heard, and the video ends abruptly as someone briefly appears on screen.
Marquez, who had around 200,000 followers across TikTok and Instagram, was part of Mexico’s growing influencer community.
Her murder has sent shockwaves through social media, with many users expressing horror and confusion — particularly at the mysterious woman seen picking up her phone at the end of the video.
In a separate incident hours later, former Mexican PRI party representative Luis Armando Córdova Díaz was also shot dead at a nearby café, raising further concern about the spike in violence in Jalisco — a state heavily influenced by the New Generation Jalisco Cartel (CJNG).
Authorities have launched a full investigation, treating Marquez’s killing as a possible femicide — the gender-motivated killing of a woman, a crime that remains disturbingly common in Mexico.
According to El Imparcial, more than 1,000 femicides were investigated in Jalisco between 2018 and 2023 alone.
Femicide, defined as the intentional killing of women because of their gender, often stems from deep-rooted misogyny and social structures that devalue women’s lives.
It encompasses domestic abuse killings, honor-based violence, and public executions intended to exert control over women.
Mexico, Brazil, and El Salvador have all recorded alarming increases in such crimes in recent years, exacerbated by political instability, poverty, and criminal impunity.
The Jalisco state prosecutor’s office confirmed Tuesday evening that it is proceeding under femicide protocols in Marquez’s case.
Meanwhile, the graphic nature of the video has sparked ethical concerns online, with authorities urging users not to share the footage out of respect for the victim and her family.