Netflix's all-time biggest Japanese series has returned after three years of silence. Season 2 racked up over 200 million viewing hours and hit the Top 10 in more than 90 countries, and Season 3 claimed the No. 1 spot worldwide in its second week. Here's what stars Kento Yamazaki and Tao Tsuchiya told The Hollywood Reporter about why this show resonates across the globe, and what it means for Japanese content on the world stage.

What Is "Alice in Borderland"? The Winning Formula of Death Games Meets Human Drama

"Alice in Borderland" is a Netflix Original series based on the manga of the same name by Haro Aso. The protagonist, Ryohei Arisu (nicknamed "Alice"), suddenly finds himself in an eerily deserted version of Tokyo, forced to participate in lethal games to survive. Each game's difficulty and type is determined by playing card suits: Hearts test psychological endurance, Spades demand physical strength, Diamonds challenge intellect, and Clubs require teamwork.

Since Season 1 debuted in December 2020, the series has captivated global audiences with its cinematic production values and stories that strip human nature bare under life-or-death pressure. Season 2, which dropped in December 2022, amassed over 200 million viewing hours within four weeks, establishing itself as Netflix's most-watched Japanese title of all time.

Season 3: A Fully Original Chapter Beyond the Manga

Season 3, released on September 25, 2025, marked a pivotal turning point for the franchise. With the original manga's 18 volumes fully adapted through Season 2, this new chapter is an entirely original story crafted by director Shinsuke Sato.

The plot picks up four years after Season 2's ending. Arisu and Usagi are married and living a quiet life, until a mysterious scholar named Ryuji (played by Kento Kaku), obsessed with the afterlife, manipulates Usagi back into Borderland. Worse still, Usagi is pregnant. Arisu plunges back into the deadly world to save his family, confronting the never-before-seen "Joker" stage.

Condensed into six episodes, Season 3 introduces new games including "Omikuji" (Fortune Drawing), "Zombie Hunt," "Runaway Train," and "Future Sugoroku," as characters confront the very meaning of life and death.

No. 1 Worldwide: The Numbers Speak for Themselves

Season 3 debuted at No. 2 on Netflix's global non-English TV chart in its first week, climbing to No. 1 the following week, surpassing heavyweights like "Wednesday" Season 2, "Billionaires' Bunker," and "House of Guinness."

According to Netflix's official data, during the week of September 29 to October 5, 2025, Season 3 logged 46.3 million hours viewed. In an extraordinary achievement, all three seasons simultaneously appeared on Netflix's global Top 10: Season 1 at No. 8 with 13.3 million hours and Season 2 at No. 9 with 12.7 million hours. This kind of multi-season chart dominance is extremely rare, seen only with a handful of titles like "Bridgerton."

Over five weeks, Season 3 accumulated more than 142 million viewing hours total. Netflix's H2 2025 engagement report credited it with 25 million views, maintaining its status as the most-watched non-anime Japanese Original series in Netflix history.

Yamazaki and Tsuchiya Speak: Inside the Minds of Global Stars

The Hollywood Reporter secured an exclusive sit-down interview with leads Kento Yamazaki and Tao Tsuchiya ahead of the Tokyo launch event. The event itself underscored the show's cultural significance, guests included fans, journalists, influencers, and even AEW pro wrestling superstar Kenny Omega, who revealed that "Alice in Borderland" was his favorite show.

On the Show's Global Success

Yamazaki shared that the team had always aimed to create something for a worldwide audience, even from Season 1. He expressed genuine joy that global fans have embraced the series so passionately through all three seasons.

Tsuchiya offered a thoughtful analysis of why the show transcends borders. She noted that the themes in Borderland, survival, perseverance, fighting to protect others, mirror realities in any society, school, or workplace. This universality, she believes, is what connects audiences regardless of nationality. She was particularly struck by how the Japanese concept of putting others before yourself resonated deeply with international viewers, sometimes even surprising or shocking them.

Coping with Dark Themes

The series tackles weighty subjects including suicide, depression, trauma, and death. Yamazaki acknowledged the emotional toll of inhabiting such dark spaces but said the ability to move global audiences made the struggle worthwhile.

Tsuchiya revealed that prolonged immersion in emotionally heavy material affected her physical health. Her solution? Lots of laughter on set. She made a point of constantly chatting with Yamazaki and the crew, transforming what could have been a grueling experience into one filled with warmth and camaraderie.

Season 4 Possibilities

Yamazaki declared himself a fan of the show and expressed clear interest in returning if the franchise continues. Tsuchiya went further, pitching a specific concept: since Usagi is pregnant in Season 3, she'd love to see a future story where their child returns to the normal world. The narrative could evolve into a family-centered drama, an idea she called "really interesting."

Alice in Borderland vs. Squid Game: The Ultimate Death Game Showdown

Any discussion of "Alice in Borderland" inevitably invites comparison with Netflix's other mega-hit, "Squid Game." Both series center on survival games with lethal consequences, but their approaches differ significantly.

"Squid Game" uses its games as commentary on social inequality and capitalist cruelty, while "Alice in Borderland" explores philosophical questions about life and death, and the bonds between people. Japanese fans frequently describe the difference as "Squid Game is entertainment; Alice in Borderland is philosophy."

The audience scores on Rotten Tomatoes tell an interesting story. While both series share an 86% critics' score, "Alice in Borderland" boasts an 88% audience score compared to "Squid Game's" 66%. Season 3 specifically earned an 85% audience approval, significantly outperforming "Squid Game" Season 3's 51%.

Mixed Reviews: The Double-Edged Sword of Going Original

That said, Season 3 received the franchise's lowest critics' rating, settling at 63% on Rotten Tomatoes. Japanese audiences were also divided.

Praise focused on the portrayal of Arisu and Usagi's growth as a married couple, standout performances from new cast members (particularly Kento Kaku as the antagonist Ryuji), and the season's deeper philosophical exploration of what it means to be alive.

Criticism centered on the absence of the intellectual puzzle-solving that defined earlier seasons, the thrill of watching Arisu outwit deadly games through sheer brainpower was sorely missed. Reviewers also pointed to uneven pacing, overly tournament-style game structures, unclear character motivations (especially Ryuji's), and an exposition-heavy finale that felt more like a philosophy lecture than a dramatic climax. Some original manga fans felt the storytelling lacked the intricate foreshadowing of the source material.

Yet even this polarized reception speaks to the show's continued cultural relevance. Content that inspires no reaction at all is the real failure.

Netflix's Japan Content Strategy: The Path Alice in Borderland Built

The success of "Alice in Borderland" occupies a critical position in Netflix's broader strategy for Japanese content.

In H2 2025 alone, Japan delivered strong performers including "Last Samurai Standing" (21 million views) alongside "Alice in Borderland" Season 3 (25 million views). Anime accounted for over 4% of all Netflix viewing, with titles like "DAN DA DAN" Season 2 (17 million views), "My Melody & Kuromi" Season 1 (13 million views), and "SAKAMOTO DAYS" Season 1 (12 million views) reaching global audiences.

Japanese content has become indispensable to Netflix's global lineup through both live-action and anime. "Alice in Borderland" stands as the flagship title proving Japan's potential on the world stage.

Season 3's finale introduced an American waitress named "Alice," hinting that the story could expand internationally. If Season 4 materializes, it could represent an unprecedented case of a Japanese Original evolving into a truly global franchise.

In Japan, this series is cherished as a work that uses the death game genre to ask profound questions about the meaning of being alive. How are survival dramas like this received in your country? If you found yourself trapped in Borderland, what choices would you make to survive? Share your thoughts in the comments!

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