Karoshi is a Japanese word that means "death from overwork" and on Saturday a young Indonesian copywriter did just that.
Mita Diran had worked for three days straight at the advertising agency Young & Rubicam, keeping the oil burning by drinking Kratingdaeng, an extremely powerful Thai energy drink.
When she hit her 30th hour she sent out her final tweet: "30 hours of working and still going strooong".
Soon after that she collapsed and fell into a coma and was taken to hospital where she died the following day from a heart attack.
Her father Yani Sharizal was with her before she died, telling people on the social network Path that his daughter's chances were "not very good".
"She collapsed after continuous working overtime for 3 days and night. Working over the limit. I have not slept since then," Mr Sharizal wrote.
After her passing, Ms Diran's employers at the international advertising agency wrote on Facebook about the loss of their talented colleague "with a gentle smile who will always live on in our hearts".
"We have lost our friend, sister and work colleague," the Facebook post read, noting that the office would be closed on Monday 16th December so people could pay their respects.
Henry Saputra, an Indonesian advertising boss, said Mita's death "confirmed the lack of project management capabilities at both a client and agency level".
"Many clients insist that deadlines are met, but have not briefed their agencies early enough," Mr Saputra told mUmbrella.
"And agencies accept these deadlines without considering how to manage the workload," he said.
Mita's death follows the death of a 24-year-old PR executive in China who died of a heart attack six months ago after he continually worked late into the night for a month.