996 rose to prominence with the explosive growth of China's internet industry in the 2010s. Companies like Alibaba and Huawei became famous not only for their innovation but also for their demanding work cultures. The practice became a flashpoint for public debate in 2019 when a protest on the code-hosting platform GitHub, titled “996.ICU,” went viral. The name implied a dark joke: “Work 996, end up in the ICU (Intensive Care Unit).” This movement brought international attention to the issue.
The debate was further fueled by controversial comments from tech billionaires like Jack Ma, who called the ability to work 996 a huge “blessing” (福报, fúbào), a statement that was met with widespread public backlash.
Comparison to Western Culture: “996” can be compared to “crunch time” in the Western video game industry or the “hustle culture” in Silicon Valley. However, the key difference is its institutionalized nature. While “crunch” is often presented as a temporary, project-based necessity, “996” in some Chinese companies is an unspoken, year-round expectation, deeply embedded in the corporate culture and often not compensated with formal overtime pay. It is less a personal choice and more a collective pressure.
Related Values: The phenomenon is a modern, extreme interpretation of the traditional value of 吃苦 (chīkǔ), or “eating bitterness,” which praises the ability to endure hardship. In the context of 996, critics argue this value is being exploited by corporations to justify overwork in the name of company growth and national ambition. It's a direct clash between traditional values and modern employee rights.