NIUMA (牛马) literally means "cattle and horses." Across China, workers use it the way the West uses "wage slave": it's what you call yourself when you're stuck in overtime, your boss hands you another task and you're just trying to make it to the end of the day. NIUMA gives that feeling a face: an exhausted horse in an employee badge who does the work but hasn't stopped complaining about it. It's a meme for everyone who doesn't have to pretend they've already made it.