From women posing in bikinis to newlyweds dancing on the lake's dirt banks and even visitors riding inflatable unicorns, the backdrop for the photos is literally to die for.
Instagram users have been warned against swimming in the body of water, a man-made lake nicknamed the "Novosibirsk Maldives" because its vibrant blue color comes from metal oxides dumped in it from a nearby coal plant, according to recent reports from CNN, The Moscow Times, and Mashable.
The rash of Instagrammers flocking to the lake has promoted the Siberian Generating Company to warn that the chemicals inside the lake may cause allergic skin reactions and to avoid swimming at all costs.
According to The New York Times, the lake was built to house waste products from Heating and Electrical Station Number 5, a power plant. The company was quoted as saying, "You cannot swim in the ash dump".
It is the largest of its kind in Siberia. "I go there every weekend but I don't touch the water".
"In the last week, our ash dump has become a celebrity on social networks", the Siberian Generating Company said last month, warning potential visitors not to drink the water and saying that even "skin contact with the water can lead to an allergic reaction".
The company also stated that the bottom of the pond is extremely muddy, which makes it hard for swimmers to gain solid footing in case of an emergency.
The company went on: "Walking along the ash dump is like walking on a military firing range - risky and undesirable". Entirely in caps lock, the company asked that "IN YOUR QUEST FOR A SELFIE YOU DON'T FALL DOWN INTO THE ASH DUMP". "This is the greatest risk".
Unfortunately, the warnings seem to have served only to raise the lake's profile, as the lake has since seen a steady stream of Insta-picnickers, photographers and honeymooners.
Some users joked about the taste of the water as "chalky" or "sweet", though it was not clear if they were being serious.
The water gets its spectacular colour from its depth and the various metal oxides dissolved in it, the company said.
A post claimed that so many tourists had started visiting the site that thieves had started breaking into cars while visitors took photos.