Mexican influencer José Luis Esparza, known online as “El Piturris,” was shot and killed while working at his family’s taco shop in Ciudad Obregón, Sonora, authorities and local reports said.

Esparza, 37, was attacked on Sept. 10 at Los Güichos, a family business in the city’s Reforma neighborhood. According to the initial investigation, an armed man approached the establishment and opened fire before fleeing on a motorcycle with another person.

The attack left Esparza seriously wounded. He was taken to a hospital for treatment but later died from his injuries.

Authorities found two .40-caliber shell casings at the scene, according to local reports. Investigators have not publicly identified a suspect or established an official motive for the killing.

Who Was El Piturris?
Esparza had built a following through humorous videos, personal stories and posts about everyday life. He also appeared on the comedy podcast La Guarida, where he shared stories and experiences with fellow creator Luis Alberto González, known as “Huicho.”

The podcast had launched about a year before Esparza’s death and had become an important part of his online presence. Friends and collaborators described him as someone known for his humor and distinctive personality.

Outside social media, Esparza worked at the family taco business, regularly promoting the restaurant and sharing aspects of his life with followers.

His death quickly prompted an outpouring of tributes online, with followers and fellow creators posting memories of the influencer.

His Killing Adds to a Troubling Pattern
Esparza’s death has drawn attention because it comes amid a series of high-profile killings involving Mexican social media personalities.

The New York Post reported that his death is the 20th killing of a social media personality in Mexico over a two-year period. The cases have raised concerns about the risks faced by influencers in areas affected by organized crime.

One recent case involved César Gastélum, a Mexican influencer who was fatally shot during a livestream in Culiacán in August. Gastélum had nearly 600,000 TikTok followers and was filming with friends when two people on a motorcycle approached him.

The killing of beauty influencer Valeria Márquez in 2025 also drew international attention after she was shot during a TikTok livestream at her salon in Jalisco.

Motive Remains Unclear
Despite speculation surrounding Esparza’s death, authorities have not publicly confirmed why he was targeted.

The Sonora prosecutor’s office said the investigation remains open as detectives work to identify those responsible and determine the motive. No arrests had been publicly announced in the initial reports.

The circumstances have left Esparza’s family, friends and followers searching for answers as investigators continue examining the deadly attack.

Course: NY Post