Godfrey Gao, the Taiwanese-Canadian actor known for his role in The Mortal Instruments: City of Bones and also known as the first Asian model to appear in a Louis Vuitton campaign, has died. He was just 35.

The news of Gao’s death broke early Wednesday morning. Gao was reportedly filming for the Chinese reality TV show “Chase Me,” in which celebrities compete against regular contestants in a variety of physically demanding obstacle courses and challenges. Gao had been filming for over 17 hours when he suddenly collapsed while running.

According to Sina Entertainment News, Gao’s friends revealed that Gao had attended an event on Monday where he complained of having a cold. The following day, he went to Ningbo to film “Chase Me.” He had not gotten much rest. The film star reportedly had been on set working for 17 hours, from 8:30 am Tuesday until he collapsed at 1:00 am Wednesday. An audience member reports hearing Gao yell out, “I can’t keep going” in Mandarin moments before falling to the ground.

Medical staff attempted to treat him but when unsuccessful, he was rushed to the hospital. After three hours of rescue efforts, the star passed away as a result of an apparent heart attack.

Since the news of his death, fans of Gao have taken to Chinese social media site Weibo to voice their outrage. Using the hashtag #StopFilming, many are criticizing the reality show, saying that “the show’s awareness of safety precautions is too poor” and that Chase Me should be held responsible for Gao’s death. Fans all over the world share a similar sentiment.

Godfrey Goa’s body will be transported Wednesday to Taipei, Taiwan’s capital where his funeral will reportedly be held.