‘So bad it’s good’: Rough animated film Niu Lai becomes surprise Chinese hit

A crude animated film from China, initially mocked for its poor visuals, has become an unexpected sensation at the box office. "Niu Lai," which means "Here Comes the Cow," earned roughly 7,000 yuan ($1,000) in its opening week in late August, before skyrocketing to 33.06 million yuan ($4.92 million) at the Chinese box office, according to ticketing platform Maoyan.

Created by a mother and son, the five-year long project features hand-drawn characters and original scores, with the duo also composing the end credits music. American musician Caelan Moriarty, who has worked in China, described the film as "so bad that it’s so good," praising its imperfect charm. The film follows the journey of a calf named Niu Lai and the bond between him and his mother.

The movie's rough animation and awkward dialogue quickly caught the attention of internet users, with fans embracing its imperfections as part of its appeal. Student Stella Xing, who watched the film in Beijing after seeing memes online, found humor in its unique details, such as Niu Lai's walk. The film's unpolished style and the fact that it wasn't made using AI made it stand out, earning it a place in China's internet culture.

While conventional marketing was minimal, the film's unique visual style and engaging storyline drew crowds to cinemas across the country. Online retailers capitalized on its popularity, producing Niu Lai-themed merchandise like T-shirts, figurines, and boxer shorts. Associate professor Pan Wang from Australia's University of New South Wales explained that the film's roughness and absurdity contrasted with the polished productions people usually see, making it refreshing and appealing.

Animated films have proven popular in China, with the more polished "Ne Zha 2" previously topping the charts. "Niu Lai" provides a refreshing change from the usual high-budget productions, showcasing the unique appeal of imperfect artistry.