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A low-budget Chinese animated film that was initially dismissed for its crude visuals has unexpectedly become a box-office hit after the Internet turned its questionable animation into a viral sensation
Niu Lai (牛来), which roughly translates to "Here Comes The Cow", was made largely by a mother-and-son duo who spent five years bringing the film to life.
The film initially had an extremely quiet release, opening in just 245 cinemas nationwide on 5 August.
It reportedly sold only 236 tickets in its first nine days, earning just 7,159 yuan (RM4,440) during that period.
But things changed after clips of the film began circulating online, with viewers poking fun at its rough animation and unusual visual style.
The attention soon turned into curiosity, prompting more people to head to cinemas to see the film for themselves.
The film's director, Xin Yumeng, an interior designer from Dalian, reportedly always dreamed of making a movie despite having no professional filmmaking experience
According to local media, the only other person credited on the film is its screenwriter, Sun Lifang — Xin's mother, who is in her 60s. Sun reportedly taught herself screenwriting so she could help her son make the film.
The pair handled every aspect of production, from writing the script and animating the film to voicing its characters. Sun also wrote and recorded the song played during the end credits.
The film follows a cowardly cow who finds himself in an elaborate dream and gradually becomes a courageous warrior after facing a series of challenges.
The film's distributor reportedly tried to discourage Xin from releasing it after seeing the finished product, but he insisted on going ahead with the release.
Niu Lai was released without any promotion
The film had no trailer, press tour, or promotional posters. Xin reportedly said he simply did not have the money for marketing.
However, the lack of promotion became part of the film's charm, as cinemas began drawing their own posters by hand, which were subsequently circulated online, adding to the film's viral appeal.
Amid the online discussion, many viewers also said they respected the human effort behind the film, particularly in an era when AI-generated animation is becoming increasingly common.
A viral comment of the movie reads: "You might regret watching this 80-minute film. But if you don't watch it, you might regret it for a lifetime."
The online buzz ultimately translated into real-world ticket sales
After the film went viral, daily screenings reportedly jumped from just six to more than 11,000 nationwide from 15 August, as cinemas scrambled to capitalise on the hype.
According to Shanghai Daily, as of writing, the film has grossed 30 million yuan (approximately RM18 million), with its earnings expected to continue to grow as it contends with major international releases such as Spider-Man: Brand New Day and The Odyssey.
The movie has also entered China's top 10 highest-grossing animated films of 2026.
