After Niulai became viral across Chinese social media, user-made secondary creation became part of the conversation. Memes, fan edits and humorous reinterpretations can accelerate attention around a film-related internet event.
Meme images, short edited video clips and playful retellings are common forms of fan content. Such work is generally made by internet users rather than the official production team.
Each popular piece of fan creation can send new readers back to the original title, forming a cycle between the film, search behavior and further online discussion.
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SOURCE NOTE
Editorial note: this English explainer summarizes public discussion and is not an official statement from the film's rights holders.