Alone. Low income. Unemployed. 40 Years Old. No friends. No partner. No kids. These are some of the keywords that decorate perhaps the oddest new export from China. Thumbnail after thumbnail on YouTube features seemingly ordinary people living in nondescript small cities and villages in the country, describing their everyday struggles and offering glimpses into their daily lives. Between trips to parks and supermarkets, touring apartments, working at their desks, and cooking simple meals at home, they talk about their lives in a crushing Chinese economy.
A mother-and-son team, a budget of less than USD 1,000, and five years of handmade graphic work on secondhand computers, and a production company that used to be a house decoration firm...by now, the story of Niu Lai has become well-known not just in China but around the world. The summer "blockbuster" and allegedly the most profitable film in the history of cinema has certainly come a long way from its initial reputation for terrible animation, monotone dialogues, and an almost entirely nonsensical plot that attracted wholesale ridicule.