The Chinese-developed personal safety application that garnered international attention for its provocative name “Are You Dead?” has officially announced a comprehensive rebranding strategy. The app, which surged to the top of China’s paid App Store rankings following extensive media coverage, will now operate globally under the name “Demumu.”
Originally launched as “Sileme” (a Mandarin phrase translating to “are you dead?”), the application serves as a digital safety net for individuals living alone. Users register emergency contacts who receive automated alerts if the user fails to check in within a 48-hour period, potentially indicating an emergency situation.
The developer stated Tuesday evening that after considerable deliberation, the application would adopt its existing international brand name “Demumu” across all markets in upcoming releases. Company representatives attributed their explosive overseas growth to coverage by international media outlets including the BBC and Agence France-Presse.
While the application’s functionality remains unchanged, the name alteration has sparked mixed reactions among users. Some Chinese social media commentators expressed skepticism about the rebranding, with one Weibo user noting: “Don’t you think your virality is precisely due to your name? Without it, no one would have installed this app, except in cases of absolute emergency.” Another added: “With this new name, it loses its flavour.”
The original name constituted a linguistic play on “Eleme,” a popular food delivery platform in China. The app’s emergence coincides with significant demographic shifts, as official data reveals solo dwellers now constitute approximately one-fifth of Chinese households—a notable increase from 15% just a decade earlier in 2024.
The company affirmed its commitment to its founding mission: “Demumu will remain steadfast in its founding mission of safeguarding safety, bringing China-originated protection solutions to the world and serving more solitary individuals globally.”