How a Low-Budget Animated Film Became an Unlikely Box-Office Phenomenon in China

An unassuming, low-budget animated film titled Niu Lai—meaning “the cow is coming”—has unexpectedly transformed into a major box-office sensation in China. Created over five years by just two individuals, Sun Lifang and his mother Xin Yumeng, the 86-minute feature follows a newborn calf and a skylark on an abstract journey through a dreamlike world, with the creators handling all writing, directing, voice acting, and producing duties.

Released on August 5 with virtually no marketing campaign, trailers, stills, or interviews, the film relied solely on a single traditional Chinese painting-style poster. Despite advice against its release due to perceived poor quality, a supportive distributor moved forward with the premiere. Initially, the film struggled immensely, grossing a mere 7,700 yuan with fewer than 300 tickets sold across the nation during its first 10 days, leaving it playing in only four cinemas by August 14.

However, the trajectory changed dramatically when discussions about its unconventional plot and rudimentary animation sparked a viral wave on Chinese social media. Instead of deterring moviegoers, the growing reputation for subpar quality piqued public curiosity, driving crowds to cinemas to witness the film firsthand and ultimately turning it into a lucrative success.

Critics and viewers have highlighted the basic computer-software aesthetic, sketchy voice acting, and confusing storytelling as key talking points. Yet, these very criticisms fueled online chatter, encouraging even more people to buy tickets. While currently restricted to Chinese cinemas, an international release for Niu Lai has been scheduled for Singapore on September 1.