Viu, a pan-regional streaming platform, has entered into a strategic partnership with Azuki, a Web3-powered anime brand, to enhance its digital entertainment offerings. The collaboration is part of Viu’s broader move to engage in decentralized storytelling and fan-centric experiences, as the platform continues exploring the potential of Web3 technologies in content creation and distribution.
The partnership officially launches in April with the debut of Enter the Garden, an anime anthology developed by Azuki. The series has been produced in collaboration with acclaimed creative director Goro Taniguchi, who is known for his work on popular titles such as Code Geass and One Piece Film: Red. The anthology has been positioned as a high-quality production combining visually rich animation with compelling narratives aimed at both anime enthusiasts and Web3 communities.
In addition to streaming new anime content, Viu plans to feature selected community NFTs from the Azuki ecosystem within a spin-off digital comic. This new creative work will be released on TN7, an emerging content universe led by Viu’s digital-first comic series. TN7 is designed to serve as a creative playground where fans can contribute their own ideas, fostering collaborative storytelling and a participatory viewer culture. Viu’s move towards fan-influenced content signals a strategic pivot towards inclusive, community-driven entertainment.
As part of its launch campaign, Viu has introduced a promotional giveaway to attract fan participation. The mechanics involve social media engagement on X, where participants are asked to follow the official accounts of Azuki, Viu Singapore, and TN7, while also sharing the giveaway post and tagging friends. The prizes include exclusive merchandise such as Azuki’s Twin Tigers Jacket and a unique TN7 Digital Pack, both intended to appeal to the growing base of Web3-savvy anime fans.
Viu’s Chief Operating Officer, Lofai Lo, conveyed the company’s enthusiasm for the collaboration, noting that Azuki’s robust digital presence offers Viu an opportunity to engage with a younger, tech-forward audience that values interactivity. He suggested that integrating entertainment content with elements of the Web3 ecosystem aligns with shifting consumer preferences, particularly among those seeking immersive and participatory experiences.
Similarly, Azuki’s CEO, Alex Xu, expressed that the collaboration would help the company extend its reach by presenting Enter the Garden to Viu’s substantial global audience, which spans across 16 different markets. The partnership is expected to bring greater visibility to Azuki’s decentralized intellectual property and community-first approach to storytelling.
Overall, the collaboration underscores a shared vision between the two companies: to explore new modes of content delivery that go beyond traditional broadcasting. By blending Web3 technologies with entertainment, Viu is attempting to position itself at the forefront of a digital transformation that prioritizes user engagement and creative freedom.
This partnership not only expands the reach of anime content within the Web3 sphere but also signals a broader shift within the streaming industry toward embracing decentralized narratives and fan involvement as core elements of future programming.
