Meme magic: how a crude Chinese animation reshapes country’s viewing habits

Meme magic: how a crude Chinese animation reshapes country’s viewing habits Expert cautions against replicating Niu Lai as a business formula, viewing it instead as a unique social phenomenon A crudely made animated film has emerged as an unexpected cultural flashpoint in China, sparking debate over how memes and online virality are reshaping audience perceptions of what is worth watching. Niu Lai, or The Arrival of the Ox, premiered in China on August 5, following a young calf’s dreamlike journey to becoming a warrior. Its rudimentary visuals quickly invited ridicule: snakes resemble spring-loaded strips, grass is depicted as yellow blocks labelled “grass,” and leaves appear as simple spheres. Initially, the film seemed destined for obscurity, grossing just over 7,000 yuan (US$1,000) in its first 10 days, with ticket prices averaging 26 yuan (US$3.6). Then came the in-cinema recordings posted by audience members online. Clips showcasing the film’s bewildering plot and crude visuals spread rapidly across mainland social media, transforming its apparent flaws into meme-worthy content and even serving as an incentive for curious viewers to buy tickets. By August 18, Niu Lai had amassed more than 21 million yuan (US$2.9 million), according to the Chinese ticketing platform Maoyan Professional, which projects a total box office of 135 million yuan.