The traditional 9-to-5 is no longer the norm for many workers today. From flexible schedules to remote work and four-day workweeks, the modern job landscape is evolving. But while some companies are leaning into work-life balance, others are going in the opposite direction—with a controversial schedule known as 996.
Originating in China, the 996 system requires employees to work from 9 a.m. to 9 p.m., six days a week—a staggering 72-hour workweek. This demanding regime has sparked global outrage, particularly after it was linked to employee burnout and even deaths. One notable case involved a 25-year-old content auditor from Chinese platform Bilibili, whose death reignited backlash and led to the #996 hashtag trending on Chinese social media site Weibo.
Despite widespread criticism—including claims that 996 is a form of “modern slavery”—some high-profile figures have defended it. Alibaba founder Jack Ma once called 996 a “blessing” for young people, arguing it was an opportunity, not a burden. In the U.S., entrepreneurs like Elon Musk and Jeff Bezos have also endorsed extreme work schedules, citing dedication as a key to success.
What’s more surprising is that Silicon Valley startups are increasingly adopting the 996 culture. According to entrepreneur Adrian Kinnersley, many companies now screen candidates based on their willingness to work these extended hours.
Will Gao, a Gen Z executive at AI startup Rilla, says his generation is inspired by icons like Steve Jobs, Bill Gates, and Kobe Bryant, all of whom dedicated themselves completely to their craft. “Kobe dedicated all his waking hours to basketball,” Gao said. “No one’s saying he shouldn’t have worked that hard.”
To make the deal more attractive, some startups offer financial incentives. At one U.S.-based telehealth company, employees were offered a 25% salary boost and double equity to adopt the 996 schedule—yet only 10% accepted.
And China may be pushing even further. British venture capitalist Harry Stebbings claims some Chinese companies have gone beyond 996 to what he calls the 007 schedule: working 24 hours a day, seven days a week, using rotating staff.
He puts it bluntly: “You can build a $100 million company on five days a week. But if you want a $10 billion company, you need seven.”
While this extreme hustle culture may appeal to some, many others are beginning to wonder: At what cost?
