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“党有嘱托 民政牵挂——民政惠民生 福彩龙江行” 公益活动牡丹江专场举办_我的网站
A | 8月21日晚，2026年“党有嘱托 民政牵挂——民政惠民生 福彩龙江行”黑龙江省福彩公益宣传活动牡丹江专场圆满结束。
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Chinese animated film Niu Lai, initially mocked online for its "worest" production, has become an unlikely box-office and internet sensation in China and abroad, spawning memes, merchandise and growing interest from global audiences.
Niu Lai crossed 40 million yuan ($5.95 million) in box-office receipts late Saturday, according to Lighthouse, a Chinese ticketing and box-office platform. Meanwhile, Christopher Nolan's The Odyssey currently ranks sixth among this summer's top-grossing films in China, with box-office receipts reaching 457 million yuan.
The film opened in Chinese theaters August 5 and grossed just 342 yuan on its opening day. Its box office totaled around 7,700 yuan over its first 10 days before screenings and ticket sales surged beginning August 14, fueled by widespread online ridicule and curiosity about the film's notoriously rough animation.
It was made over five years by a mother-and-son team, with its crude animation, stiff character movements and unusual plot becoming the main source of its popularity.
It has since become a broader online phenomenon in China. Merchants have begun selling plush toys modeled on its characters, while fans have created memes, posters and other unofficial merchandise. Moviegoers have even placed homemade posters in theaters, although the production company has not released an official poster.
On Douyin, China's version of TikTok, users have produced numerous clips and other fan-made content based on the film. Multiple official Chinese accounts on the platform have also joined the trend, while some users have used AI tools to create new variations of the meme.
Police in Hefei, capital of East China's Anhui Province, used an image from the film in a traffic-safety notice posted on its Douyin account.
Interest has also emerged in Hong Kong, where users on social media have been discussing the film's surprise box-office success and calling for its release in local theaters. Some users tagged Broadway Cinematheque, a Hong Kong independent cinema, asking when it would screen the film. The cinema's official account replied "in talks," prompting excitement among Hong Kong moviegoers.
The cinema later said it had received a number of requests from audiences but that no screening plans had been finalized, local media reported.
The phenomenon has also crossed China's borders.
The Financial Times and other international media outlets have reported on the film, with some comparing its unlikely rise to cult movies such as The Room, which became famous in part because audiences embraced its flaws.
The movie's growing popularity has also moved beyond social media.
In San Francisco, two independently organized screenings of Niu Lai sold out, according to the San Francisco Chronicle. The screenings were held at a time when the film had yet to secure a broad official overseas release.
The film is now attracting interest from overseas distributors, with Singapore film distributors considering bringing Niu Lai to local theaters, according to Singapore's Lianhe Zaobao.
The Niu Lai meme has also been picked up by organizations outside China, showing how the film's imagery has begun to take on a life beyond the movie itself.
In Malaysia, a blood donation center in Johor Bahru used the story of Niu Lai in a humorous and inspirational social media message encouraging people to donate blood, according to Lianhe Zaobao.
The official TikTok account of Dutch railway operator Nederlandse Spoorwegen also joined the trend, using the Niu Lai meme in one of its posts.
Such uses suggest that Niu Lai is evolving beyond a film-related meme into a broader piece of internet culture, with institutions and brands using its recognizable imagery to connect with audiences, Zhang Peng, a cultural researcher and associate professor at Nanjing Normal University, told the Global Times.
The overseas response reflects a reversal of the traditional path for Chinese films seeking international audiences. Rather than being promoted abroad as a polished production built around Chinese culture or expensive visual effects, Niu Lai has traveled overseas largely because audiences found its roughness and absurdity impossible to ignore, he noted.
Its unexpected popularity overseas offers an unusual form of cultural export, driven not only by traditional film marketing but also by memes, curiosity and audiences' desire to experience the phenomenon for themselves, added Zhang. "Thanks to the strong conncted global online culture, such 'mission impossible' animation could become a global sensation and a reality."
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B | 本次活动由黑龙江省民政厅指导、黑龙江省福利彩票发行中心主办，牡丹江市民政局、牡丹江市福利彩票发行中心承办，以文艺展演为载体、互动科普为纽带，集中展现全省民政惠民成效与福彩公益事业发展成果，让公益理念走进市井烟火、融入百姓日常。活动现场，预热环节点燃了市民参与热情，开启了整场活动的温馨序幕。演出环节亮点纷呈，开场舞《牡丹江在等我》勾勒城市温情底色，彩虹巴士乐队的歌曲联唱点燃现场氛围，杂技《彩蝶纷飞》尽显传统技艺魅力，魔术表演带来奇幻惊喜，更有《福泽万家》《福满龙江》等原创主题曲目唱响公益初心，压轴舞蹈《壮丽航程》绘就奋进图景。多轮互动环节让市民在欢声笑语中收获幸运，近距离感受福利彩票的公益属性。
C | 整场活动始终紧扣“公益”核心，将福彩理念自然融入文艺表达。多年来，黑龙江省福利彩票始终坚守“扶老、助残、救孤、济困”的发行宗旨，践行“取之于民、用之于民”的庄严承诺。
D | 近年来，牡丹江福彩陆续开展的“福孤行动”“星光计划”“明天计划”等社会公益活动，为孤残儿童、留守儿童等特殊群体提供了切实有效的救助和帮助。此次活动将舞台搭在市民家门口，正是要打破公众与福彩公益的距离感，让每一位市民真切感知：每一张彩票的背后，都是一份向善的力量；每一次购彩的选择，都在为家乡民生事业添砖加瓦。民生无小事，枝叶总关情。此次“民政惠民生 福彩龙江行”走进牡丹江，既是一次福彩公益成果的集中展示，也是“民政为民、民政爱民”工作理念的生动表现。
E | 站在新的起点上，黑龙江福彩将继续坚守公益底色，扎根黑土大地，汇聚千万购彩者的点滴爱心，持续为公益事业注入动力，为黑龙江省民生事业高质量发展书写更温暖的公益答卷。
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