Niu Lai: Mocked for its animation, Chinese film rides viral wave to box-office success

A Chinese animated film that initially attracted attention for its crude animation has unexpectedly become a box-office hit after clips from the production went viral online.

“Niu Lai”, translated as “The Ox Comes”, was made by two people over about five years on a limited budget. Its unconventional animation and unusual visual style initially drew ridicule from online audiences, according to the BBC.

The film centres on an ox and follows a surreal storyline, with its basic computer-generated visuals adding to the curiosity around the production.

Unlike major animated releases backed by large studios and sophisticated technology, “Niu Lai” was created with few resources.

But the online mockery did not hurt the film.

Instead, clips and discussions about its animation spread across social media, prompting some viewers to go to cinemas to see the film for themselves.

The growing interest has translated into a sharp rise in ticket sales.

Reports cited by the BBC indicate that the film's earnings rose from a few thousand yuan during its early release to millions of yuan as its online popularity grew.

The film has consequently become an unlikely internet-driven success, with the aspects that initially attracted criticism becoming part of its appeal.

Its rise has since shone light on the unpredictable influence of social media on the film industry.

Rather than relying on a major advertising campaign or established stars, “Niu Lai” gained momentum through online discussion, memes and audience curiosity.

The success comes as Chinese animation continues to gain international attention, with productions such as “Ne Zha 2” highlighting the country's expanding animation industry.