Crude Chinese animation Niu Lai becomes surprise box-office hit

A raw, handcrafted Chinese animation, Niu Lai (The Arrival of the Ox), has defied expectations by becoming a box-office sensation despite widespread criticism. The film, directed by Xin Yumeng and written by Sun Lifang, was initially a historic flop, grossing just over 7,700 yuan in its first 10 days Source: CNA. However, after a viral surge driven by social media mockery and meme culture, it earned around 5.6 million yuan on a single Sunday, with Maoyan predicting a 30-day total of 18.4 million yuan Source: CNA. Euronews reports the film has now grossed 17.1 million yuan, rivaling Christopher Nolan's The Odyssey in China Source: Euronews.

The backlash

Critics have panned the film's "rough" and "broken" style, with Beijing News calling it "stiff and glitchy" and Jiefang Daily labeling it a "noticeably crude production" Source: CNA. Some state-owned outlets have urged cinemas to stop screening it, warning they risk "losing the trust" of viewers Source: Euronews. Reports also suggest the film may be pulled from theaters, with Xin Yumeng acknowledging criticism and promising improvement Source: Gizmodo.

Why it resonates

Despite the negativity, audiences have embraced the film as an antidote to AI-generated content. Its handmade aesthetic, created by just two people over five years, contrasts sharply with the slick, AI-driven productions increasingly common in China Source: CNA. Viewers have championed it as a genuine alternative to "AI slop," and cinemas have added screenings to meet demand Source: Euronews. The film's success highlights a cultural pushback against over-polished, algorithm-driven media.