When I was in advertising, stories of people working and staying (as in sleeping over) during the weekends was not uncommon. Clients would call me at 11pm asking for a concall with my staff. 12 hours a day for weeks on end, including working weekends, were common place.
We were able to hire great talent just by promising that we'd never ask our staff to work weekends and hardly ever after 7pm on a workday. We had mostly US clients so that was an easy thing for us to day.
This culture shifted a bit when stories of young agency people in Hong Kong and other Asian cities dying from exhaustion became a big deal 4-5 years ago. But its still very workaholic culture.
Don't get me wrong, Americans work insane hours compared to Indonesians or the French, but parts of Asia is a whole other level of madness.