Would you like to work nearly double the standard 40-hour week? It’s a question that many startups in the US are asking prospective employees—and to get the job, the answer needs to be an unequivocal yes. These companies are embracing an intense schedule, first popularized in mainland China, known as “996,” or 9 am to 9 pm, six days a week. In other words, it’s a 72-hour work week.

The 996 phenomenon in China gave rise to major protests and accusations of “modern slavery,” with critics blaming the schedule for a spate of worker deaths. Despite the negative connotations overseas, US firms, many of them working on artificial intelligence, are adopting both the schedule and its nickname as they race to compete against each other—and with China. Adrian Kinnersley, a serial entrepreneur who runs both a staffing and recruitment company and an employment compliance startup, has been surprised by how many startups are going all-in on 996. “It's becoming increasingly common,” he says. “We have multiple clients where a prerequisite for screening candidates before they go for an interview is whether they are prepared to work 996.”

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In 2021, after years of increasing pushback from workers, the Chinese government cracked down on the widespread 996 practice, which was technically illegal but seldom enforced. While still commonplace in the tech sector, some companies have backed off, at least publicly.

Globally, though, 996 appears to be on the rise. This summer, UK-based venture capitalist Harry Stebbings helped spur a lively debate over the trend’s adoption when he argued that 996 might not be enough—and that truly ambitious startups might need to go even harder to keep up. “The truth is, China’s really doing ‘007’ now—midnight to midnight, seven days a week, and they just have a rotational workforce,” he says. “If you want to build a $100 million company, you can do it on five days a week. But if you want to build a $10 billion company, you have to work seven days a week.”

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