New Delhi: A Chinese animated film that was initially mocked for its crude animation has now crossed ¥10 million at the box office, equivalent to $62,833. The film Niu Lai was made on a budget of ¥1,000 to ¥1,600—about $47 to $200—making it a remarkable success.
The overnight success of Niu Lai—which translates to ‘Here Comes the Ox’—came after a 10-day lull, during which it earned only ¥7,705 from 236 viewers. But as videos of its rough animation went viral, the memes it generated drove audiences to the theatres.
Niu Lai premiered in 245 theatres on 5 August, which had been reduced to four theatres by 14 August. However, the number of daily screenings soon rose from 21 to 359 from 14-15 August.
“Watching every clip of Niu Lai that I can,” gamer-arist @shuandang posted on X.
As the low-budget film was picked up by theatres following its newfound popularity, cinemas struggled to find posters for it. Employees drew posters by hand in the absence of official art. People have found this equal parts hilarious and remarkable.
“Even the director of ‘The Cow’ didn’t bother making a single poster. This movie is all profit, no cost—he wouldn’t even use AI to fool us a little,” a X user wrote.
Some hail the film as something artificial intelligence can never generate.
“Even an AI like this can’t imitate the charm of this work. China created the greatest work of art in 2026,” wrote a Chinese X user.
While many called the animation a “disaster” in the first few days, others have found other reasons to love the film.
“Fans of #Niulai are all of us who’ve been beaten down by life but have no choice but to find joy in the struggle,” said a tweet.
Five years’ labour
Niu Lai was made by Xin Yumeng and his mother, Sun Lifang, over five years. The mother-son duo are also the voice actors in the film. Xin and Sun are the legal representative and financial officer, respectively, at production company Dalian Jingyuan Culture Film and Television Media.
Niu Lai didn’t have the traditional promotional run—it had no promotion at all, including trailers or interviews. The only promo material created for the film was one poster using traditional ink wash painting.
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