HONG KONG—The delivery man doused himself in gasoline and set himself on fire. Engulfed in flames, he protested for what he said were unpaid fees from a business tied to Chinese technology giant Alibaba Group Holding Ltd.

“I want my blood- and sweat-money back,” said the man, Liu Jin, covered in ash, as police officers tried to rush him to the hospital on Monday, a widely shared video posted on social media showed.…

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