Initially derided by audiences for its poor quality, Niu Lai – a home-made, micro-budget animated feature film – has become a cultural sensation in China, one that is being belatedly championed for its wholesome messaging and lo-fi aesthetics. Since premiering in cinemas on August 5, the unlikely commercial hit has taken more than 45 million yuan (US$6.7 million) at the box office and inspired a stream of memes online – as well as a wide range of unlicensed merchandise – in a grass-roots...