Weng Mao, the former chairman of a famous food company called White Rabbit, was killed after being struck in the head by a falling rock that a monkey had pushed.

The rock had been pushed by a macaque, a protected animal species in China, the South China Morning Post reported.

Weng, a photography enthusiast, was visiting popular tourist attraction Yuntai Mountain in Henan Province when the accident occurred. He was rushed to a hospital but he succumbed to his injuries.

Although an employee at the travel agency told reporters that the tragedy was an accident and the monkeys aren't to blame, the park is now closed for an investigation.

The news went viral on social media in China because Weng's former firm owns the Dabaitu, or White Rabbit, a milk candy brand which has been very popular in the country since the 1960s.