From $71 to $9 million: how a mocked Chinese animation became an unlikely box-office hit
The crudely animated film Niu Lai seemed destined for oblivion when it was released earlier this month. Now the whole world knows about it.
IMDb's Niu Lai (牛来), a crudely animated 86-minute film directed by a self-taught mother-son duo from China, has transformed from obscurity to a viral sensation. After its release on August 5, 2026, the film has earned over 45 million Chinese yuan (approximately A$9.3 million) at the box office. Initially mocked for its low-budget animation, stiff movements, strange voice acting, and bizarre plot, the film has found success and a passionate audience.
The story follows a timid young calf named Niu Lai who dreams of encountering a spirit snake, a leopard protector, and a pack of wolves. Niu Lai's director, 34-year-old first-time animator Xin Yumeng (信雨萌), and his 60-year-old mother, Sun Lifang (孙丽芳), created the film over five years on a home computer. Despite receiving little promotion, the film gained attention due to curious viewers and the bizarre nature of its content.
Memes and stock-market humor spread rapidly, turning Niu Lai into an online phenomenon. The film's popularity reflects a cultural trend of enjoying "so bad it's good" movies, which date back to the 1960s and 1970s.
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