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The Demon King is the leader of the Demon King's army, a large and potent fighting force that intends to rain down totalitarian oppression on the free peoples of the fantasy world, starting with the Kingdom of Belzerg, where the series takes place.
Although the Demon King wishes to oppress the fantasy world, he has been known to be quite benevolent towards the generals of his army. When the Lich Wiz stormed his castle and laid waste to his men, instead of punishing her, the Demon King offered her a job as a general of his army. Furthermore, when Wiz didn't want to be any part of the military campaigns of the army, the Demon King allowed her to live a peaceful life in the town of Axel as long as she maintained the barrier around his castle.
There are many persistent rumors that the Demon King enjoys sadistic activities, especially the kidnapping, torturing and raping of beautiful women and little girls; although these rumors may be baseless accusations spread by the Axis Cult that worships Aqua. One such rumor implies that the Demon King is homosexual. Unfortunately, because of the nature of these accusations, it is unknown how many, if any, of them are true.
Ragcraft, a high-ranking member of the Demon King's army, has described the Demon King as an "open-hearted and trustworthy member of the Demon race", although there is most likely a shade of bias in his opinion.