Mexican narco-cartels, such as the Sinaloa Cartel and the CJNG (Spanish Communist Party of Mexico), have found in influencers a perverse but effective tool to clean up their image, recruit young people, and normalize their violence on social media.
This strategy exploits the vanity and emotional poverty of a generation trapped by a harsh reality. These “narco-influencers” are not always hitmen, but rather glamorous pawns who sell a fantasy of power, luxury, and rebellion, while the cartels garner loyalty.
When these influencers gain fame, the cartels build cultural hegemony. This is evidenced by the impact of El Pirata de Culiacán, the first and most renowned figure of his kind, murdered in 2017. The other seven are:
Markitos Toys (Marcos Eduardo Castro Cárdenas)
Biography: From Culiacán, Sinaloa, he leads “Los Toys” and displays luxury cars and ostentatious vlogs. Rumored to be linked to “Los Chapitos” after attacks on his family in 2024, he denies any ties and attributes his wealth to businesses such as restaurants and caps. A symbol of how drug trafficking seduces with superficial brilliance.
YouTube: @MarkitosToysOficial Instagram: @markitostoys TikTok: @markitostoys
KC Toys (Kevin Castro Cárdenas)
Biography: Markitos’ younger brother, also from Culiacán. He shares cars and a luxurious lifestyle with a low profile. Rumors of a kidnapping in 2024 and his ties to “Los Toys” link him to the Sinaloa Cartel, without clear evidence. Another example of drug nepotism on social media.
YouTube: @KCTOYSS Instagram: @kctoys_oficial TikTok: @kctoys_oficial
Vitolias (Víctor Adrián)
Bio: A Sinaloan focused on cars and vlogs. He fled Culiacán in 2024 after the KC Toys kidnapping, which sparked speculation about drug ties. His content avoids direct mentions, but his entourage screams silent complicity.
YouTube: @Vitolias Instagram: @vitolias TikTok: @vitolias_oficial
Mayve Castro
Bio: Sister of Markitos and KC Toys, from Culiacán. She has been posting vlogs and challenges with “Los Toys” since 2022. Her rapid rise and family ties link her to “Los Chapitos,” although she markets herself as an “innocent” creator. The perfect facade for drug trafficking.
YouTube: @MayveCastro Instagram: @mayvecastro_oficial TikTok: @mayvecastro
El Cholo Vago (Nombre real no público)
Bio: From Culiacán, he displayed cars and excesses. Rumors in 2024 suggested a shift to the CJNG (National Criminal Justice Commission) following disputes in Sinaloa. Killed in October 2024, his death reinforces how cartels use and discard influencers.
TikTok: @cholovago Instagram: @elcholovago
Jenny 69 (Jennifer Ruiz)
Bio: Mexican-American from California, she promotes the “buchona” aesthetic linked to drug trafficking. With no confirmed direct ties, her glamour resonates with the CJNG’s image. Proof of how drug trafficking exports its culture to the naive gringo.
Instagram: @jen_ny69 TikTok: @jenny69
El Gordo (Nombre real no público)
Bio: A Sinaloan active in X, he shows off cars, guns, and parties. Linked by users to “Los Chapitos” after showing off an armored convoy in 2024. He survived an attack in 2025, consolidating his narco aura. A stark example of how X amplifies narcoculture.
X: @ElGordo_Sin
How long will we continue applauding the circus?