How a ‘rough’ and ‘crude’ Chinese cartoon ox went from box office zero to hero

Despite receiving widespread criticism, the Chinese animated film Niu Lai has become a surprising box-office hit. Widely panned for its "rough," "crude," and confusing plot, the film has generated significant online discussion. Released against two Hollywood blockbusters, The Odyssey and Spider-Man: Brand New Day, Niu Lai's popularity has even delayed or cancelled other Chinese films.

Though its animation and voice acting have been described as "stiff and glitchy" and "jarring," respectively, the film's analogue nature and unique production values have captivated audiences. Produced by a small team of just two individuals, Niu Lai has drawn interest from investors who liken its success to a "bull market." Although initially expected to fail, the film made around 5.6 million yuan on its first Sunday alone, with projections suggesting it could generate 18.4 million yuan within 30 days.