Also know as: Yuuri (ゆーり), Yuu-chan (ゆーちゃん), Shibuya Yuuri Harajuku Furi (渋谷有利原宿不利)
Titles: His Majesty the Maou
Race: half Mazoku (father), half Human (mother)

At the beginning of the story Yuuri is a 15-year-old senior-high first-year student. He is constantly teased about his name because it means "advantageous" or "profitable". His family name is also a place name, so his longer nickname means "Shibuya advantageous, Harajuku (the name of a nearby location) disadvantageous."

In actuality, "Yuuri" means "July" (the month in which Yuuri was born) in the language of Shinma Kingdom, and was given to him by Lord Conrart Weller, who shared a taxi with Yuuri's mother to the hospital just before she gave birth to him.

Yuuri learns that he was chosen by the Shinou to be the 27th Maou of Shinma Kingdom when he's flushed down a park toilet to another world.