Pokémon Family Species: Gen I (Bulbasaur to Parasect / Venonat to Cloyster / Gastly to Miltank / Magikarp to Mew) | Gen II | Gen III (Treecko to Sharpedo / Wailmer to Deoxys) | Gen IV | Gen V (Victini to Zoroark / Minccino to Genesect) | Gen VI (Chespin to Hawlucha / Dedenne to Volcanion) | Gen VII (Rowlet to Comfey / Oranguru to Melmetal / Ultra Beasts) | Gen VIII | Glitches
Pokémon Human Characters: Protagonists and Rivals (Kanto / Johto / Hoenn / Sinnoh / Unova / Kalos / Alola / Galar) | Professors | Gym Leaders (Kanto / Johto / Hoenn / Sinnoh / Unova / Kalos / Galar) | Trial Captains and Kahunas | Elite Four | Champions
Pokémon Villain Teams: Team Rocket / Team Aqua/Magma / Team Galactic / Team Plasma / Team Flare / Team Skull / Team Yell
Frontier Brains and Other Facility Heads | Trainer Classes | Other NPCs (Aether Foundation / Ultra Recon Squad / Macro Cosmos)
Macro Cosmos is a conglomerate organization that, among other things, provides almost all of the energy used in the Galar region. It manages the Gym Challenge and Pokémon League as well, with its Chairman, Rose, also being the Chairman of the Galar Pokémon League. They'll often assist trainers who are doing the challenge as well as provide them methods of using the Dynamax phenomenon.
WARNING: Major spoilers for Pokémon Sword and Shield follow. Read at your own risk.
Chairman Rose (ローズ roozu)
The chairman of the Galar Pokémon League and the president of Macro Cosmos, the corporation that supplies the near entirety of the region's electricity. He was the first person to endorse Leon as a Champion. He's also made the Galar Pokémon League famous by implementing Gym Battles featuring the Dynamax phenomenon.
- Affably Evil: Not much of his initial personality was a facade. Even after he is exposed, he continues to be nothing but polite and even friendly towards the player character, going as far as to sincerely congratulate the player upon being defeated.
- Ambiguously Brown: He has slightly dark-colored skin, and if his ace Pokémon Copperajah is anything to go by, he's implied to be of the Pokémon world's equivalent of Indian ethnicity.
- Authority Equals Asskicking: Can hold himself up well in battle, and was actually the second-place runner up in a previous Champion's tournament. He manages to defeat Hop and his Pokémon still have enough fight in them to go a round with the protagonist, the strongest Gym Challenger ever since Leon, before finally being defeated.
- Anti-Villain: In a similar manner to Lusamine from Ultra Sun and Ultra Moon, Rose is also trying to make sure the world is a better place by using a Legendary Pokémon's power in a heroic, yet selfish manner. However, while Lusamine wanted to protect the world from everlasting darkness, Rose intends to protect the world with everlasting darkness, as he believes that using Eternatus' power will help resolve Galar's energy crisis until he realizes how powerful Eternatus is to the point where it's beyond his control.
- The Bad Guy Wins: Downplayed, as his goals weren't inherently malicious, but it's implied that he still achieved his goals in the end to solve a future power crisis as after Eternatus and the Darkest Day have been thwarted, all the Dynamax Dens are now supercharged with an absurd amount of Watts emanating from each of them.
- Bait the Dog: At first he seems nothing more than an energetic and friendly person who cares deeply about the Galar region, but later on you find out he's the Big Bad of the game that not only endangered the lives of many out of impatience, but used his own adopted son as a scapegoat of some of his crimes.
- Beware the Nice Ones: He's incredibly friendly and nice to others but there's more to him that meets the eye.
- Big Bad Friend: He's the Pokemon League chairman, Leon's former sponsor, and close friend in addition to being responsible for all the energy Galar is known for...but wants to abuse the latter to summon Eternatus.
- Big Beautiful Man: He's got a bit of a "dad bod" (more apparent in his casual outfit), but he's still very well-groomed and has quite the snazzy suit.
- Bitch in Sheep's Clothing: At first glance he's a charismatic individual, and then he attempts to start the second Darkest Day just before the player and Leon face off in the finals, and ignores the latter's pleas to wait until after the tournament as Eternatus' awakening would risk the lives of the countless people gathered at the stadium. Downplayed, in that he's just reckless and desperate rather than a jerk; his politeness and friendliness is just how he is.
- Conflict Ball: He wouldn't even need to be an antagonist in the first place or cause the Galar region to be in danger if he had just waited a day after Leon and the protagonist's match. Instead he deliberately interrupts it for no good reason despite Leon already agreeing to help him and his goal wasn't even evil in the first place.
- Corrupt Corporate Executive: Zigzagged. While he is the Big Bad of the game and his actions do endanger the lives of thousands, he's actually not motivated by greed at all, and there isn't a shred of evidence of amoral business practices in either his Pokémon League or his company.
- Cool Shades: When he's going incognito in public he wears a nice pair of black sunglasses.
- Crazy-Prepared: Rose Tower is unusually sturdy for an office building, to the point that the lifts are explicitly designed to handle Pokémon Battles from trainers tough enough to make it through the entire Gym Challenge. It even has a Power Spot at the top to allow Pokémon to Dynamax. He and his staff all specialize in Steel-type Pokemon in order to help them contain the Poison/Dragon-type Eternatus, though he evidently didn't prepare for it to be totally out of his control, counting on Leon to catch it instead.
- Evil Is Not a Toy: He really underestimated how destructive Eternatus would be.
- Extra-ore-dinary: Specializes in Steel types, fitting for someone who runs what Galar is.
- In his first scene, he sends out a Cufant for his "World of Pokemon" intro. Later, Bede borrows his Copperajah (assuming it was the same Cufant that evolved) in an attempt to destroy a mural at Stow-on-Side. When you battle Rose, Copperajah is revealed to be his ace Pokemon as well as the one he Gigantamaxes.
- Various remarks over the course of the game are made by himself and others about two things. One being that he is concerned about Galar's energy needs, and two that he heavily believes in doing what is needed right away whenever possible.
- Fatal Flaw: It's, of all things, impatience. Seriously, the entire conflict is based around him wanting to do something right now to solve a problem that's 1000 years away from actually happening. And even when he's ready to solve it, he couldn't hold off for a day before enacting his plan. Leon wasn't even against his plan. He just wanted him to delay it by one day to not mess up the grand finals everyone in Galar was waiting for. If Rose had waited, things would have definitely gone a lot better for everyone involved. It probably still wouldn't have worked, but at least it would merely be a misguided effort and not deliberate, reckless endangerment of thousands.
- Fiction 500: He's easily the richest man in all of Galar, as his company nearly single-handedly provides energy to the entire region on top of running the extremely profitable Galar Pokémon League that gets the same spectacle and viewership as the Olympics in real life.
- Friendly Enemy: Even after enacting his plans, he remains polite and friendly even when you battle and later defeat him. He even congratulates you for winning and doesn't attempt to stop you from getting to Leon.
- Gender-Blender Name: "Rose" is a decidedly feminine name, although, given how he's frequently referred to as "Chairman Rose", there's a decent chance it's actually his surname.
- Good Counterpart: Downplayed, as he's the Big Bad, but he's this to previous antagonist Lysandre. Both run extremely-powerful companies which are household names in a European-inspired region (Kalos for France, Galar for England), with both planning to use a Legendary Pokémon in their plans. However, Lysandre wanted to use the box Legendary to kill everyone not part of Team Flare for his "utopia", while Rose wanted to only use a third Legendary to solve an energy crisis which wouldn't even be a serious problem for a thousand years and is implied to have had the lives of innocents in mind, as he came up with a backup plan in case Eternatus broke free so it wouldn't cause any more damage, although that failed too. Finally, he willingly turns himself over to the authorities after what he did, while Lysandre might not actually be alive anymore due to his hideout in Geosenge Town being wrecked with him in it at the time.
- Graceful Loser: He sincerely congratulates the player for managing to defeat him, though that may be partially because his plan was already enacted by that point. Even so, he turns himself in once Eternatus has been captured and owns up to all of his crimes.
- Hypocrite: Halfway through the game he disqualifies Bede from the Gym Challenge for destroying a mural to collect Wishing Stars for him and claims he "has no love for Galar". This is coming from the same person who nearly destroyed the entire region and endangered lives in a reckless move and all because he couldn't wait a day to enact his plans.
- Kick the Dog: If you see him disqualifying Bede as covering up his plans.
- Meaningful Name:
- "Even a rose has its thorns", and he definitely does.
- It's also a reference to the Tudor rose, a symbol of England.
- Mega-Corp: Macro Cosmos seems to have a hand in every industry in Galar. Rose Tower alone has offices for everything from insurance to airline services to energy. Even the local Pokemon League is run by Macro Cosmos' staff and Rose personally appears to announce the start and end of every Gym Challenge.
- Mike Nelson, Destroyer of Worlds: Chairman Rose's goal is to secure the energy future of Galar by exploiting Eternatus, even if it means instigating a repeat of "The Darkest Day". The problem is, he can't contain Eternatus, and his backup plan to get the Champion, Leon, to contain it goes awry.
- Mr. Fanservice: Besides his man gurdle and his atrocious choice in disguises to avoid the public (which fail all the time), he's quite easy on the eyes, and is a well-dressed Silver Fox who looks like he walked off the set of Dream Daddy.
- My God, What Have I Done?: Some time after the Eternatus incident is resolved and the League's championship match concludes, Rose turns himself over to the authorities, suggesting he is genuinely remorseful of his actions.
- Non-Standard Character Design: He and Oleana were originally designed by Haruko Ichikawa, creator of Land of the Lustrous. While this isn't as obvious with his design as it is with Oleana's, the way his eyes are drawn is very reminescent of Ichikawa's art style.
- Obviously Evil: Seriously downplayed compared to previous antagonists like Ghetsis, Lysandre, and Lusamine. It helps that he's Affably Evil and only really was an antagonist was due to holding on to the Conflict Ball.
- Paper-Thin Disguise: His attempts to go incognito to walk among the public aren't successful. It may have to do with the fact people know Oleana never leaves his side and he's easily recognized.
- Parental Substitute: He is this to Bede. He took him in when he was just an orphan and enrolled him in school to be a powerful trainer.
- Poor, Predictable Rock: He and his staff specialize in Steel-types, presumably on the grounds that they resist Dragon-type moves and No-Sell Poison-types, those being Eternatus's two types. And they had the foresight to bring answers to Ground-type and Fighting-type Pokémon, since those are two of the Steel-type's weaknesses. Unfortunately, the Steel-type has three weaknesses, and a player who comes in with a Fire-type Pokémon will have no difficulty steamrolling their way to the top. And Eternatus itself turns out to be packing Flamethrower.
- Sharp-Dressed Man: He wears a nice grey suit with a tie.
- Signature Mon: His ace is Gigantamax Copperajah.
- Walking Spoiler: As you can tell from the tags, there's a hidden side to him.
- Wealthy Philanthropist: He's incredibly rich, owning most of the companies in Galar, and uses his money in order to improve the lives of people in the Galar region.
- Well-Intentioned Extremist: He seeks to unleash Eternatus not for world domination, but to capture it and use its power to resolve Galar's energy crisis. Although he won't even be alive to witness the actual crisis, which Leon tells him that it won't be a problem for a thousand years.
Oleana / Olive (オリーヴ oriivu)
The secretary to Chairman Rose, known for her calm and collected personality. She also serves as the vice president of Rose's company and largely handles the company's day-to-day affairs. She's popular enough that some League Staff members have formed a fan club dedicated to her.
- Beauty Is Bad: While she herself is obviously a very attractive woman, most of her team is composed of Pokemon heavily associated with beauty, elegance, and the like with the lone exception being her Garbodor. She is also fully supportive of the Chairman's goals to harness the unstable power of Eternatus, regardless of the potential casualties it may cause.
- Combat Stilettos: Wears by far the highest heels ever seen in the Pokemon world, and is very competent in battle.
- Conflict Ball: There isn't really a good reason for her to prevent you and Hop from finding Leon, especially since at the time nothing bad is happening. But for whatever reason she has you go on a wild goose chase searching for the employee with the key and has other employees battle you and Hop several times. It's noted by another employee afterwards that the whole thing was probably just a misguided attempt to help the Chairman in any way possible and please him. Oleana even notes when the whole debacle starts that she only even tells Hop and company about the key and leads them on the resulting chase because she knows Rose enjoys such games.
- The Dragon: She's Chairman Rose's number two, and assists him with his plans involving Eternatus.
- HeelFace Turn: Near the end of the game, Oleana realizes how extreme and dangerous Chairman Rose's plans are by unleashing Eternatus to spread Dynamax Energy throughout Galar and asks the player and Hop to stop them both. She even thanks you for doing so and is last seen doing voluntary community service for Chairman Rose in Galar Mine, where she even gives you Chairman Rose's rare League Card.
- Hidden Depths: Why would an elegant woman have a Garbodor on her team, much less be her Signature Mon? Turns out that Garbodor was actually her first ever Pokemon, back when she was a Trubbish. Even after she "changed her image" as she put it, she kept Garbodor on her team and cares deeply for her.
- Jerkass: It's implied she lies to Bede about Chairman Rose wanting the mural in Stow-to-Side destroyed (or at least told him to get Wishing Stars wherever and whenever possible, as Bede doesn't claim she told him to go after the mural specifically). This gets Bede booted from the gym challenge. Oleana never shows any remorse for this.
- Jerkass Realization: After Chairman Rose unleashes Eternatus in order to bring about the Darkest Day by pushing Dynamax Energy throughout Galar, Oleana starts to show concern about her superior's intentions and eventually makes a HeelFace Turn by asking the player and Hop to stop Chairman Rose and Eternatus, especially given that she fears Rose is going to get himself killed in his attempt to harness Eternatus' power.
- Meaningful Name: Oleander is an extremely poisonous garden plant, and she uses the Poison-types Salazzle and Garbordor.
- Mood-Swinger: When you fight her, she seems to swing between her usual unflappable self and a rather unstable and fanatically-loyal persona sporting a serious Nightmare Face.
- Non-Standard Character Design: She and Chairman Rose were originally designed by Haruko Ichikawa, creator of Land of the Lustrous. Her overall character design has many more traits of Ichikawa's art style than the Pokemon franchise's standard style, especially with the way her eyes are drawn.
- Poisonous Person: When you fight her, she uses Salazzle and Gigantamax Garbodor.
- She's Got Legs: Wears a miniskirt with cuts in upper thighs, combined with stockings that showcase her nice long legs.
- Signature Mon: A bit of a surprise, but her ace is Gigantamax Garbodor.
- Statuesque Stunner: Gives an imposing impression, standing 5'11", according to the artbook, and would be fairly tall for a woman even without her very high heels.
- Undying Loyalty: One of her more notable qualities is that she shows genuine loyalty to both Rose and her first Pokemon. While she can be short with him in making sure he adheres to schedules, she wholeheartedly supports his ambitions.
- Walking Spoiler: She is very important to Sword and Shield's climax.