Declaration of Protection: He does this to Haruka after finding out about her Closet Geek tendencies, and she suffers through yet another Heroic BSOD as a result of it. While he does gain some enemies because of it, he absolutely refuses to leave her side after finding out what happened to her in the past.
Insecure Love Interest: At the end of the first season, when he is invited to Haruka's birthday party, when he discovers in just what kind of society she lives, he starts to feel unworthy. In his defense, you would be crazy not to feel that way when dealing with a family that can buy entire islands for fun. He gradually overcomes it, though.
Invisible Parents: Unlike Haruka's, his and Ruko's parents are never shown. Not to be at home for most of the year is okay, but to still stay away, while your home is targeted by a millionaire's private's army is... strange. Oh, and they didn't even show up for his wedding, it seems.
The Jeeves: Becomes recognized as a butler for surviving his week-long service to Touka. It is for this reason that he was invited in Episode 5 of Purezza by Hazuki, Nanami and Alice to an annual maids and butlers' year-end party currently hosted by the Nogizakas.
Knight in Shining Armor: Specifically called so by Haruka when he found the music she needed for the London performance.
Made of Iron: He's the only one to ever last more than a few hours as Touka's butler in episode 3 of Purezza. And then there's his taking a full beat-down from Gentou and getting back up to fight back in the finale.
Nice Guy: Probably a big reason why so many of the girls and women around him are interested in him. And even when defending Alice from Shute's insults while attending a party for them, he stands up for the other maids and butlers present, even going so far as to kneel before the hated guy.
Non-Action Guy: Well, this isn't an action series, but during the few fight scenes that occur, Yuuto doesn't physically fight, since he's not a fighter. Even when he fights Gento at the end of Finale, he gets floored by Haruka's father, and only "wins" because Gento was really just seeing how much Haruka meant to him. And fortunately for Yuuto, he passes with flying colors.
Took a Level in Badass: He has several moments over the course of the series, but the crowning moment comes during the final episode when he's willing to take on the entire Hellhound unit just to ask Haruka directly how she feels about the current situation (as only listening to what he was told without asking Haruka was the source of both of his previous Heroic BSODs).
When It All Began: Yuuto realizes he started off Haruka's passion when he gave her the first volume of "Innocent Smile" when he found her crying in a park.
Badass Adorable: It's very easy to forget that Haruka holds a black belt in Aikido, a martial art infamous for its ability to effortlessly throw and cripple foes many-times its practitioner's size. Not to mention she has an army of maids as a backup. And then there's her family.
The best example of this is definitely in the final episode when she dons a naginata and takes on a private army while wearing a wedding dress!
Cunning Linguist: Has demonstrated fluency in English and Russian, the latter of which came in very handy when she and Yuuto bumped into a pack of Macho Camp Russian tourists. Implied to be proficient in French as well, if even more tongues.
Heroic BSOD: What happened to her back in middle school after her anime/manga catalog was accidentally discovered, causing her to become ostracized. The same situation happens again come high school — except this time she fears Yuuto will also suffer as she did because he claimed responsibility for said catalog. She eventually gets over it when Yuuto vows to stay by her side. It turns out that Haruka was forced to be shunned at her old school due to the influence of Rich Bitch Setsugetsuka Tennouji threatening the other students to do that to Haruka, or else suffer the same fate.
The Ingenue: At times — she's even innocent enough to ask what "3P (as in a threesome)" means.
Insecure Love Interest: Despite the fact that Yuuto only has feelings for her, Haruka sometimes feels she's not good enough for him. Having a lot of women around him who are also interested in him at least a little bit doesn't help though.
Instant Fan Club: Due to her abilities (aside from drawing), social status, and looks, she has lots of guys and girls who fawn over her. Interestingly, Yuuto wasn't attracted to her because of those reasons, but mostly because he found out her secret and wanted to share in that, and protect her in case others tried to ostracize her at her new school because of it.
Terrible Artist: Her drawings are very confusing and childish looking. Which makes it a problem for him when she draws him a crude map of where she lives, and later whenever she gives him a map of directions and a guide book.
A pianist who placed second to Haruka at a contest in London. She then transfers to Hakujou due to rumors that a legendary pianist who was also an alumna of said school is teaching there. By coincidence she meets Haruka, and also develops feelings for Yuuto, with whom she had three coincidental encounters.
Romantic Runner-Up: While she really didn't have a chance in the first place, the fact that she delivered a Love Confession to Yuuto before Haruka also showed she wanted to at least let him know how she felt towards him. Even if he did ultimately reject her.
Chekhov's Gun: The first volume of "Innocent Smile" he gave to Yuuto from way back when they were kids. Yuuto in turn gave it to Haruka to cheer her up when he found her crying in a park — this is what started her otaku passion.
Famed in Story: Amongst the maid cafes of Akihabara, he is one of their most legendary customers. In fact, one such cafe (where Haruka worked part-time to earn money for a Christmas gift for Yuuto) has a gold-framed picture of him surrounded by maids and shaking hands with its manager, with a caption saying "Welcome home, our greatest master" hanging in the center of said cafe.
Obfuscating Stupidity: Beneath his seemingly airheaded exterior he seems to know a lot about Yuuto and Haruka's relationship.
A first-year and third-ranking heiress to the vast fortune of the Tennoujis, a family rivaling the Nogizakas in wealth and prestige.
Because You Were Nice to Me: No matter how harshly she treats Yuuto while he's working for her, he treats her as kindly as he does anyone else, even going so far as to shield her with his body against two assailants. She promises to return the favor, and come Finale Episode 4 she does just that.
Big Damn Heroes: Finale Episode 4, when she stops Setsugetsuka's plans with her own security force.
Big Screwed-Up Family: With Tenzen, her grandfather and family patriarch, dying recently at the ripe age of 147, she gets caught in the middle of a (sometimes outright violent) inheritance crisis — no thanks to inheriting the opulent family mansion. Yuuto wonders if this is the reason Touka is such a Rich Bitch.
Sour Outside, Sad Inside: Her beloved grandfather's death and the disintegration of her family certainly had a negative effect on her personality. Fortunately, Yuuto is there to help her reconnect to humanity.
The prestigious Nogizaka clan from which Haruka hails from, is one of the wealthiest and most influent families in all of Japan and resides in a huge building at the city's edge. They have apparently no limits when it comes to money or anything related to it. All family members are also extremely competent in almost everything they do, which makes them nouveau nobilitépar déluxe. The family members and their loyal employees soon start meddling excessively in the two young people's (unofficial) relationship. Poor Yuuto.
Authority Equals Asskicking: Save for Mika, every single family member (and all of their employees as well) has shown utmost combat prowess. Are you even surprised, why they have so much influence?
Haruka's younger sister and the second daughter of the Nogizaka family, Mika never stood in the limelight of her family and thus, is often seen together with the family maids. She cares deeply for Haruka, though, and immediately tries to hook her up with Yuuto, in whom she has, as she says, great hope, since he is the first person to display understanding for Haruka's problem. Mika comes to care very quickly for Yuuto himself and is his most important ally in the Nogizaka household, to the point where she even calls him "onii-san". She's a second-year junior high student at another school.
Hopeless Suitor: Yuuto is definitely not a Lolicon, and as a result doesn't display any affection for her. He instead refers to her as barely more than "a little brat", which disturbs her greatly.
Know-Nothing Know-It-All: Mika's friends at school are absolutely convinced she is an expert on men, due to the fact that they attend an all-girls school, and her interactions with Yuuto and constant talking about him with them. Unfortunately for her they then ask to meet him, but Yuuto thankfully agrees to go to her school.
Matchmaker Crush: Were it not for this girl, it would likely have token Yuuto and Harukaat least ten more years only to admit their feelings. Too bad that the guy she gets the hots for is the exact same one whom she tries so desperately to hook up with her sister...
Sibling Yin-Yang: She excels at Haruka's only known weak points: drawing and romance.
Student Council President: Looked up to by her peers and well respected by her teachers, she is surprisingly mature and dependable at school; not only is she the first person to run for two years, she's the hot favourite for the third.
Big Damn Heroes: For all of his roles as either a Butt Monkey or antagonist, he does care about Haruka, and will stop at nothing to make sure she's not harmed or exploited, such as approving of Yuuto's present over Shute's during her birthday party after seeing how happy it made her, and later buying up a tv station to prevent some shady producers from manipulatng her to become an idol.
Gentou (towards his daughters in Santa clothes): You better not start wrapping ribbons around yourself saying: "The present is me!" You can't do that!
Akiho (undoing her Kimono): Oh, that's just too bad.
Fantasy-Forbidding Father: He views anime and manga as lowbrow entertainment, something that Haruka shouldn't be indulging in. However, several others such as his wife and Yuuto, eventually cause him to begrudgingly change his mind, as they argue that despite her love for such lowly things, her grades haven't suffered.
Fiction 500: Private army of maids? Personal Island? Supersonic-jets? An entire TV Station? Pocket-change, dear chap.
Reasonable Authority Figure: Sort of. He really doesn't like Yuuto's presence in Haruka's life, yet he has to tolerate him due to his wife, younger daughter, and maids' approval of the relationship. He does eventually approve of Yuuto though in Finale.
Screw the Rules, I Have Money!: Bought off an entire island with a castle just to celebrate Haruka's birthday in Episode 12 of the first season. Put to a more heroic use in Episode 11 of Purezza when he buys off Three Piece Productions to save Haruka from a life of an idol exploited for profit.
Reasonable Authority Figure: She has a strict habit of making sure Haruka studies, but she's also a sweet, understanding mother who approves (and is even protective) of her relationship with Yuuto.
Shipper on Deck: For Haruka and Yuuto, like 90% of the rest of the household.
Took a Level in Jerkass: Although it turned out to be a Secret Test of Character, she tells Yuuto at the end of episode 3 of Finale that Haruka was being married off to someone, and didn't seem concerned about his thoughts on the matter. Him not being able to say much didn't help. She also fights Haruka to prevent her from seeing him as well.
Tranquil Fury: Even when she gets upset, while her face may have a different look, her tone of voice doesn't change too much to express her anger or disappointment.
The first-ranking and supposedly eldest and longest-employed maid of the vast Nogizaka estate and Haruka and Mika's attendant, Hazuki is the person who more or less raised the two sisters from early childhood due to their parents' frequent absence. She is extremely loyal to and protective of the two of them, especially Haruka, whom she values above everything else, and longs for her to take the next step towards adulthood. She also works as Haruka's bodyguard, and she does her job pretty damn well!
Berserk Button: The easiest way to break her stoic facade is to harm Haruka in any way, be it physically or emotionally. That would involve her giving you a vicious Death Glare and whipping out her chainsaw.
The Big Girl: She is the most Badass of the five main characters, if not of the entire show.
Can't Hold Her Liquor: She gets quite drunk when staying at Yuuto's house for the first time thanks to his sister. Interestingly, despite the nasty hangover she suffers from the next morning, she still manages to knock one of Gentou's bodyguards off the top of a house when she realizes Haruka is in danger.
Hazuki-san immediately set up a simple foldable table that she seemed to have pulled out of nowhere, and placed a table cloth on it before pulling out four sets of chairs (again, out of nowhere), after which she started to set up the tea cups.... Wait a minute! Where did she get all the equipment from? Weren’t both her hands completely empty just a moment ago? "Corporate secret." The maid-san answered me nonchalantly after I asked her about it. What kind of corporate secret is this.... Could it be possible that the pockets of their maid uniform are linked to the fourth dimension?
Ninja Maid: She is quite an adept fighter if it really boils down to it. In one example, when Haruka's father first sent his guards to find Haruka after she runs away to Yuuto's house, while nursing a hangover, Hazuki spots one of his men on top of a roof. She sprints up there, and kicks him off.
Older Than She Looks: Still looks as though she's only in her late teens despite having tended to Haruka ever since her infancy.
The third-ranking maid of the Nogizaka estate, Nanami is a very smart and deductive maid who is best friends with Mika and often spies along with her and Hazuki (and sometimes Alice) on Haruka and Yuuto, whenever they are spending time together. She also shares her friends' opinion of said relationship and is a staunch supporter of it. Her official position is that of the family's chauffeur.
The eighth-ranking maid and the youngest member of the Nogizaka maids, Alice is a young, blonde and timid girl introduced early in the second season. Her specialty is VIP Protection, which basically boils down to eliminate anything that threatens Haruka and later also Yuuto, up to and including her own boss, Gentou Nogizaka.
A-Cup Angst: In Purezza Episode 12. A ping-pong ball gets caught in Haruka's cleavage. When it's finally out, Alice picks up the ball and drops it onto what would be her cleavage if she weren't a grade-schooler (or at least has the body of one). Her sigh and expression of disappointment when the ball just falls to the floor...
Girls Love Stuffed Animals: In Episode 5 of Purezza, a "Gelorian X" frog plush. Yuuto wins it for her in a bingo lottery, even if it means sacrificing his chance to win a rice cooker. This wins him Minamo's trust.
Reasonable Authority Figure: When Yuuto first meets her, she seems detached and very business-like (in his own words, even more intimidating than Gento). However, once he wins her trust by being nice to Alice, she shows a nicer, smiling side.
Yuuto's older sister and only visible family, who slacks off most of the time (except for passing mentions of her job as a secretary). She also forces all of the household work on him in addition to several special demandings. But you don't want to trifle with her — or her brother, for that matter.
Big Sister Bully: A mild case, in which she frequently forces Yuuto to do chores for her. And always forces him to do the cooking; she never even tries to cook for herself.
Cool Big Sis: Some of the time. Haruka sure does think so, and even states, much to Yuuto's horror, that she wants to become like her once she becomes older.
Crouching Moron, Hidden Badass: She and Yukari manage to storm the Tennouji Residence all alone with nothing but a set of Tarot cards and while being in Delirium. Wow. She also briefly manages to go toe to toe with Gento when he is first introduced, although he does eventually overpower her.
Guy Posse: Has a group of four boys following him around.
Humiliation Conga/Laser-Guided Karma: Thanks to his debacle during Haruka's birthday, in which he made fun of Yuuto's gift and then grappled an old man (who turns out to be Haruka's grandfather Ouki), his father forced him to become a butler to teach him a lesson in humility. He didn't get the message, and during an annual year-end maids and butlers party (currently hosted by the Nogizakas), he's at it again, belittling the guests, trampling on Alice's frog doll, spitting at her, and pouring wine over Yuuto's head. The latter then made a Rousing Speech about the value of maids and butlers, inspiring all the guests, including the Nogizaka maids (and with permission from Shute's father, who heard him over the phone), to give him a more-than-well-deserved beatdown.
Jerkass: He probably acts this way due to a fairly spoiled upbringing despite his father's attempts to mold him into a Nice Guy. For example, he treats Yuuto with utter contempt when they first meet, and feels his various rich gifts would be more valuable than some random toy he brought her.
Oh Crap: His reaction at the end of Episode 12 of the first season, when he realizes he just hurt the Nogizaka family patriarch, and at Episode 5 of Purezza, once the guests at a party he crashed set forth to lay the beatdown on him.
My Greatest Second Chance: following Yayoi and Nozomi's fall from grace, she decides to leave Three Piece Pro, and was last seen on a TV interview, stating that with her new lease of life she hopes she can find her significant other.
Shipper on Deck: A mild case towards Yuuto/Haruka. In fact, when Yayoi goes after Haruka, she tips Yuuto off and encourages him to keep her from becoming what Milan herself has become — an idol exploited by Yayoi for profit.
Yayoi Kakihara and Nozomi Kobayakawa
Voiced by:Yoko Hikasa (Yayoi) and Kokoro Kikuchi (Nozomi)
Milan's managers from Three Piece Productions.
Asshole Victim: Absolutely no one cares about their fate of being fired as tv producers and being forced to oil wrestle on tv after their attempts to turn Haruka into an idol, while also trying to simultaneously force Haruka and Yuuto apart.
Chekhov's Gunman: Indirectly, as she's the one who drags Haruka and Yuuto into the Tennoujis' family crisis, as well as the person who essentially forced Haruka to become an outcast at her old alma mater.