A uniquely named safety application has surged to unprecedented popularity across China, capturing the attention of urban youth and solitary dwellers. Marketed as ‘Are You Dead?’, this digital tool requires users to check in every 48 hours by pressing a prominent button to verify their wellbeing. Should a user fail to confirm their status within the designated timeframe, the system automatically alerts pre-selected emergency contacts about potential distress.
Initially launched in May with minimal publicity, the application has experienced explosive growth in recent weeks, becoming China’s highest-grossing paid application. This surge coincides with projections from research institutions indicating China could reach 200 million single-person households by 2030, as reported by state media Global Times.
The application specifically targets China’s growing demographic of isolated individuals, describing itself as a ‘safety company companion for solo office workers, students living independently, or anyone embracing solitary living.’ User testimonials on social platforms reveal deep-seated anxieties among urban dwellers, with one commenter noting: ‘There exists genuine fear that people living alone might pass away unnoticed without means to summon help. I frequently contemplate who would claim my body should I die alone.’
Thirty-eight-year-old Wilson Hou, who works in Beijing approximately 100 kilometers from his family, represents typical users. Despite weekly visits to his wife and child, extended work projects force him to reside alone temporarily. ‘My concern is that something might occur in my rented accommodation without anyone’s knowledge,’ Hou explained. ‘This application provides reassurance, with my mother designated as my emergency contact.’ Hou additionally revealed he downloaded the application promptly fearing potential removal due to its controversial naming.
Despite its commercial success, the application’s morbid branding has sparked considerable debate. Critics argue the name might attract misfortune, advocating for more positive alternatives like ‘Are You OK?’ or ‘How Are You?’. Developer Moonscape Technologies acknowledges these concerns and is evaluating potential rebranding strategies.
Internationally marketed as ‘Demumu’, the application ranks among top-paid utility applications in the United States, Singapore, Hong Kong, Australia, and Spain—likely driven by overseas Chinese communities. The current name creatively parodies the successful food delivery application ‘Are You Hungry?’, with Chinese pronunciations ‘Si-le-ma’ and ‘E-le-ma’ creating phonetic similarity.
Originally offered free, the application now charges a nominal fee of 8 yuan (approximately $1.15). Little is known about its founders beyond their identification as post-1995 graduates who developed the application in Zhengzhou with a compact team. The venture has achieved remarkable valuation growth, with co-founder Mr. Guo announcing intentions to sell a 10% company stake for 1 million yuan—significantly exceeding the initial 1,000 yuan development cost.
The company is now expanding its focus toward elderly care solutions, recognizing that over one-fifth of China’s population exceeds 60 years old. A recent social media statement emphasized: ‘We advocate for increased attention toward homebound elderly individuals, promoting greater care and understanding. They maintain dreams, pursue meaningful existence, and deserve recognition, respect, and protection.’