Chinese Animation 'Niulai' Becomes Hit for Being 'Disaster-Level Bad'

A Chinese animated film, 'Niulai' (Niulai), initially panned for its "disaster-level" animation and flimsy plot, is now experiencing an unexpected box office rebound. The film, which opened on August 5 without significant promotion, had garnered only 300 viewers and earned 7,352 yuan (approximately $1,000) by its ninth day.

Critics lambasted the animation, with comments ranging from "beginner 3D project level" and "low-quality presentation material" to "disaster-level animation." The plot follows a calf named Niulai who befriends a leopard from outside their world, facing wolf attacks and herd migrations, only for the events to be revealed as a dream.

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I don't watch bad movies, but if it's this poorly made, I have to see it.

However, the film's perceived poor quality has ironically sparked curiosity and a trend known as 'chou gan shang' (审丑), or "appreciating ugliness." This phenomenon involves audiences mocking and enjoying works that are considered poorly made, providing a form of stress relief for young people exhausted by intense competition and societal pressures. The film's flaws have become a subject of online memes and secondary creations, leading to increased audience interest.

"I don't watch bad movies, but if it's this poorly made, I have to see it," became a common sentiment, prompting audiences to request additional screenings. One viewer reportedly drove 30 kilometers to a cinema in Beijing's Chaoyang district, stating, "This is something I have to witness firsthand."

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This is something I have to witness firsthand.

The film's production itself has become a talking point. It was reportedly made over five years by a two-person team: director Xin Weimeng, who also acted and produced, and Sun Lifang, who handled scriptwriting and voice acting. The mother-son duo even collaborated on the ending song.

Analysts suggest this trend reflects broader societal issues, such as economic slowdown and intense social pressure. Tan Kangchang, director of Chongqing Hehua Psychological Counseling Office, noted that people in environments with limited expressive outlets may turn to "appreciating ugliness" as a form of release. Some view 'Niulai' as an "extreme anti-Naijuean work" in an era of fierce competition.

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Positive things are not allowed to be expressed, so it becomes a festival of 'appreciating ugliness.'

Questions have also arisen regarding the film's production company, which reportedly transitioned from an interior design firm in 2021 and has only one employee. Concerns have been raised about how the film obtained its theatrical release permit and whether it was intended to secure local government subsidies for mid-to-low-budget films. The production team has not commented on these issues.

While some express concern that "bad work drives out good" by occupying screen time based solely on notoriety, others, like the Beijing News, see the 'Niulai' phenomenon as a "mass behavioral experiment of the internet age," where online mockery and memes are consumed collectively in cinemas.

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An extreme anti-Naijuean work that appeared in an era of crazy competition.