A Chinese animated film praised for its deliberately crude, hand-crafted look has become an unexpected box office hit, according to RFI. The movie, titled Niu Lai, has drawn large audiences and widespread online attention since its release.
RFI reports that the film's rough visual style, which some viewers describe as "so bad it's good," has been a key factor in its popularity. The animation was reportedly made without sophisticated digital tools, earning it a reputation as a "pure hand-made" production. Despite—or perhaps because of—its low-fi aesthetic, the film has resonated with audiences who find its sincerity refreshing.
According to coverage from Phoenix News and thepaper.cn, Niu Lai has surpassed 30 million yuan (about $4.2 million) at the box office, with some projections suggesting it could eventually reach 100 million yuan. The film's success has sparked discussions among viewers, directors, and industry professionals about why such a deliberately rough animation has sparked a cultural moment, as reported by the BBC.
The film's popularity may extend beyond mainland China. The Observer reports that Broadway Cinematheque in Hong Kong has responded to questions about a potential local release, though no official announcement has been made.
Niu Lai's rise reflects a growing appetite for unconventional animation that breaks from polished studio norms. Whether its box office momentum continues in the coming weeks will be the next test for this unlikely success story.
