Netflix has confirmed that the CloverWorks anime The Fragrant Flower Blooms with Dignity will premiere on September 7 in the United States and several non-Asian territories. The streamer dropped the news at Anime Expo (AX) 2025, alongside an exclusive English-subtitled preview (below). The anime will have dubs available when it premieres.
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The news seemed to alienate vocal fans on X (formerly Twitter), many of whom expected a delay after Netflix metadata listed a September release, but have yet to understand the reason behind it. With simultaneous dubs now confirmed, Netflix may believe having same-day dubs will ensure better success. The producers of fellow Netflix-exclusive romance series My Happy Marriage told Nikkei Cross Trend in 2023 that the most important part of My Happy Marriage‘s overseas anime success was to “match Netflix’s schedule.” Seiji Kiyohara, Global Rights Department, KADOKAWA, added, “The key was to achieve full simulcast of subtitles and dubbing at the time of the first episode, which is the most anticipated.“
My Happy Marriage planner Daijo Kudo added, “Even overseas, core fans will watch with subtitles, but if you want to expand the market, there is a huge difference between having dubbing and not having dubbing for light users. We have been doing this for many years and have come to realize the importance of dubbing.“
As for why there are different release dates for certain territories, this may be local insights learned from previous exclusive release strategies. Or perhaps, the reception to Fragrant Flower‘s delayed release may inform future strategy. When answering what benefits exclusive distribution on Netflix provides for rights holders, Kazutaka Sadamoto, Vice President of Content, Netflix, shared at AnimeJapan 2025 (via Dokidouki):
“Exclusive distribution on Netflix does not necessarily mean that the work will be seen by many viewers. However, exclusive distribution greatly improves the understanding and commitment of the Netflix internal team to the work. Netflix distributes its works to more than 190 countries, but the religions, cultures, and customs of each region are completely different. It is important to understand the context of the work and how to promote it in each country (social media, etc.). If the understanding and commitment to the work within the company deepens, it can be used to promote it.
In some cases, exclusive distribution in Japan and overseas can help a work flourish, but in other cases it can be a disadvantage. With this in mind, we are carefully discussing with rights holders and studios which scheme is best.“
Miyuki Kuroki (chief director) and Haruka Tsuzuki (series episode director) direct The Fragrant Flower Blooms with Dignity at CloverWorks. Debuting on July 6 (July 5 after midnight) in Japan, the anime series adapts Saka Mikami’s manga of the same name, published by Kodansha. It’s described:
When the intimidating Rintaro meets the open-minded Kaoruko, the unlikely duo grows closer. The issue? Their neighboring high schools hate each other.
Source: Netflix YouTube channel
© Saka Mikami / Kodansha / The Fragrant Flower Blooms With Dignity Production Committee
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