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Kimochi, which in English means "Feelings," are powerful Witch-like creatures that mysteriously begin appearing throughout Kamihama in Arc 2. Kimochi are able to summon Uwasas as their minions and appear in a barrier-like atmosphere.
- A being that’s neither Witch nor Rumor, recently observed within Kamihama City. Out of a desire to return to the person they’re meant to dwell within, Feelings disturb and take control of their human visitors’ emotions, and attempt to impersonate them. Several Feelings appear to be scattered throughout town.
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In General
- Body Motifs: Each Kimochi is associated with the body part of each emotion of Plutchik's wheel.
- Clingy MacGuffin: They will not be separated from their current wielder under most circumstances. The wielder can willingly give their Kimochi up to someone they trust with their life, the Kimochi can be lost if the body part it’s on is separated from its owner, someone can place a one-on-one challenge to have the Kimochi transfer to them upon victory, or the bond can be broken upon the wielder’s death.
- Divide and Conquer: Their challenge to have the strongest champions of each faction fight over the Kimochi and use their power was meant to have them kill one another or let them destroy themselves with the borrowed power.
- Living MacGuffin: Much of Arc 2 involves a war over who controls the Kimochi, as they are the key to the Automatic Purification System.
- Make Way for the New Villains: In Arc 2, the Kimochi uses the bigger uwasas as their minions.
- Motif: They have names that corresponds to Plutchik's wheel of emotions. Each Kimochi is also associated with the body part of each emotion.
- Only the Chosen May Wield: In addition to only responding to the ones who defeat them and their chosen champions, only Ui or someone with exceptional ability can actually control them safely, and it gets harder the more Kimochi a person is using at once.
- Spanner in the Works: Their ability to act on their own ends up scuppering several of Yuna’s plans in Arc 2.
- In chapter 3, when Yuna claims to have turned Ui into a Witch in order to drive Iroha into actually becoming one, Joyful - Sapphire Lips reaches out to Iroha, stabilizing her long enough for Ui to arrive and prove her continued existence.
- In chapter 4, the rest of the Kimochi get in on the action by preventing Promised Blood from murdering various Kamihama Magical Girls, including Mayu, Aimi, Himika, and Shizuku, when they explain the rules for how the conflict will go in the future.
- In chapter 7, the four Kimochi Yuna is wielding take over her body after she experiences the shock and grief from hearing about Sakuya’s death, making her attack Promised Blood instead of the Union and Tokime champions.
Joyful - Sapphire Lips
The first Kimochi encountered, using the Breakup Staircase Uwasa as its minion. Claimed by Iroha Tamaki.
- Moth Menace: It is a giant butterfly-like monster who attacks the heroes.
Obedient - Ruby Navel
The second Kimochi encountered, using the Memory Curator Uwasa as its minion. Claimed by Shizuka Tokime.
- Body Horror: It looks like a dismembered human body with no legs, arms, or head.
Oscillating - Aquamarine Heel
The third Kimochi encountered, using the Chelation Land rumor as its minion. Claimed by Juri Oba and given to Yuna Kureha.
- Non-Indicative Name: This 'aquamarine' is inexplicably colored yellow.
Falling - Turquoise Ear
The fourth Kimochi met, using the Hotel Fendt Hope rumor as defense. Claimed by Felicia Mitsuki.
- Fiendish Fish: It is a giant fish-like monster who attacks the heroes.
Beauteous - Pearl Eye
The fifth Kimochi met, using the Misery Rhyton rumor as its minion. Claimed by
- Third Eye: In addition to the two eyes on its head, it has a third on its torso, fitting for its eye motif.
Robust - Opal Neck
The sixth Kimochi met, using the Flower speaker as its minion. Claimed by
- Extra Eyes: It has seven eyes, one on its hair-shaped head and the other six on its neck.
- Long Neck: It has a long neck in line with its neck motif.
Drifting - Diamond Hair
The seventh Kimochi met, using the anonymous A.I. as its minion. Claimed by Chiharu Hiroe and stolen by Himena Aika.
- Breaking Old Trends: The actual body part associated is the thigh and not the hair. This is sort of referenced in the hair being on the doll's thighs, but the accessory is headgear.
Unmoving - Garnet Pinky
The eighth Kimochi met. Unlike the other Kimochi, it stands alone and does not use an Uwasa minion. Claimed by Ikumi Makino.
- Horns of Villainy: It is an hostile creature with horns on its back.
