According to Sina, images from the film have been trending on Weibo over the past two days, generating significant discussion. Amidst a fiercely competitive summer blockbuster season, "Niu Lai" has made a significant, albeit peculiar, impact at the box office this year.

The film's poster, designed in an ink wash painting style, initially led viewers to expect a refined work reflecting traditional Chinese art. However, Chinese media and audiences describe the reality as "worlds apart."

Niu Lai animated film scene. Video: Weibo

Many critics describe the film's visuals as "disastrous," with crude and careless 3D characters. Character movements appear "awkward and bizarre," and the dialogue fails to capture audience attention. Finance Sina wrote, "Overall, the film's visuals feel cheap and jarring."

The plot also received criticism for being disjointed and vague. The film centers on a cow named Niu Lai who, after falling into a dream, undergoes experiences that lead to his maturity and teach him how to take responsibility.

Niu Lai's ink wash style poster. Photo: Yangcheng Evening News

After 10 days of screening in Chinese cinemas, Niu Lai generated over 7,700 yuan (29.8 million dong) in revenue. Initially struggling at the box office and largely unknown, Niu Lai became a prominent topic on Weibo after audiences began posting images and videos online. Thousands of viewers stated they laughed at the quality of the visuals, unable to believe it was a film released in 2026.

Thanks to its online virality, many people became curious to watch Niu Lai, helping its revenue soar after just one day, now reaching 65,000 yuan (252 million dong).

Niu Lai character design. Photo: Weibo

According to Securities Times, the production team only disclosed two members involved in the filmmaking: director and producer Tin Vu Manh, and screenwriter Ton Le Phuong, both of whom also performed voice acting roles. The production company, Jingyuan Media, was established in 2016. Before transitioning to filmmaking, it was a company specializing in construction and installation projects. The production unit has not yet responded to the controversy surrounding Niu Lai.

A producer stated that to obtain a cinema release license, a film must meet content requirements, and the production company must complete all registration procedures with regulatory authorities. On the website of the China Film Administration, Niu Lai was licensed for public release from 2024.

According to this filmmaker, a work earning zero or a few dozen yuan per day is a normal phenomenon. Some products are low quality, but their existence is necessary for the film industry. He said, "Many people take their first steps with low-budget films. Audiences should not be overly critical of this phenomenon, just as in the music industry, countless songs are released every year, but only a few emerge and become widely known."

Nhu Anh