The heir to the massive Juuouin conglomerate, he's basically got money to burn—and he knows it. His whole reason for existing seems to be chasing girls and trying to be the center of attention. He picked Edel Rose specifically because he thought it'd make him popular, which tells you pretty much everything you need to know about his priorities.
Despite the whole rich-guy-playboy image he's cultivated, his real self is a total otaku. That's where his actual passion lies, even if he'd never admit it in public.
Content compiled by AnimeList.moe from publicly available sources.
