‘So bad it’s good’: Rough animated film Niu Lai becomes surprise Chinese hit

A low-budget Chinese animated film, "Niu Lai" (Here Comes the Cow), has defied expectations and become a viral sensation, drawing crowds to cinemas captivated by its remarkably crude visuals and animation. Initially earning a modest 7,000 yuan ($1,000) in its opening week, the film's popularity surged dramatically, reaching 33.06 million yuan ($4.92 million) at the Chinese box office. Local media reported that the film was a passion project by a mother and son, who meticulously crafted it frame by frame over five years, even composing original music. Caelan Moriarty, an American musician based in China, described the film as "so bad that it's so good," appreciating the heart put into it despite its flaws. He noted that while AI could have produced a similar result in seconds, the duo's dedication to a manual process was impressive and contributed to its human quality. "It's not perfect. But because it's not perfect, it's good, it shows how human it is… and I think that's why this is trending," Moriarty explained. The film features stiff 3D characters and awkward dialogue as it follows the calf Niu Lai's relationship with his mother. Its unpolished aesthetic quickly gained traction on social media, with viewers embracing its imperfections as part of its unique charm. Stella Xing, a student who saw the film in Beijing after encountering memes online, found humor in its rough edges, like Niu Lai's distinctive walk. "It's hilarious and really makes people want to come see it," she said. Despite minimal conventional marketing, "Niu Lai" has generated significant buzz. Hand-drawn banners depicting human-like cows with eyebrows have appeared at cinemas, contrasting with glossy posters for other films. Online retailers have rushed to produce merchandise, including T-shirts and figurines, featuring the yellow cow. Pan Wang, an associate professor at the University of New South Wales, suggested that "Niu Lai" offers a refreshing change from the polished productions audiences are accustomed to. "It is a bit like eating refined grains every day and then suddenly having some coarse grains for a change, the contrast itself feels refreshing," Wang commented. "Its roughness, absurdity and imperfection become part of its appeal."

“

I appreciate how bad it is, but there’s some heart (put) into it, so you can’t hate that.