Chinese app 'Are You Dead' rebrands as 'Demumu' amid viral popularity

The Chinese app "Are You Dead" (死了麼) will be rolling out a new version of its app under the global brand name "Demumu" following heated discussions surrounding its original Chinese name.

The app is a lightweight safety tool designed for people who live alone, available on the Apple App Store. If a user fails to check in for two consecutive days, the system will automatically send an email to their preset emergency contact, to prevent someone living alone from being left undiscovered in the event of an accident. It even allows users to pre-select hearse drivers and funeral music.

The app gained significant traction on social media due to its controversial name and features, which resonate with the open attitude and self-deprecating humour of contemporary youth toward the topic of death.

On Tuesday, "Are You Dead" announced on its official Weibo account that it will soon launch a new version of its app under the global brand name Demumu. The app is already listed as Demumu on Apple’s paid app chart, where it currently ranks second after briefly topping the chart earlier this week.

“We’re deeply grateful for the enthusiastic support from netizens,” the company said. “We started as a small, unknown team—independently co-founded and operated by three individuals born after 1995.”

The move has triggered heated discussions online, with some users saying that "Are You Dead" has a negative connotation and suggesting changing it to "Are You Still Alive" (活著嗎). However, many social media users expressed opposition to the change in the comments section of the brand’s official Weibo account, emphasising that the name was part of its appeal.

The app was founded by three individuals born after 1995, each with their own full-time jobs. Collaborating remotely, they developed this safety tool in about a month with a budget of approximately RMB 1,500.

Currently exclusive to iOS, the app is priced at RMB 8 and has topped the paid app rankings on Apple's mainland China store for multiple consecutive days. The app also experienced explosive growth overseas after being featured in a BBC report on Monday.

The company said that the fee increment was to sustain the project and cover growing costs such as SMS and server expenses, while taking the new name suggestions into consideration. The team added that they would focus on product refinement, such as expanding SMS reminders, considering a messaging feature, and exploring more elder-friendly products for the future. 

The company also revealed it has been in talks with potential investors and had not sold the project. The app planned to close the current round of financing within the week.

MARKETING-INTERACTIVE has reached out to Demumu for a statement.

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