Koi to Yobu ni wa Kimochi Warui

Koi to Yobu ni wa Kimochi Warui, often referred to as Koikimo, began its life as a web manga series serialized on the Pixiv platform by the artist Mogusu. The story centers on the unconventional and polarizing relationship between an older salaryman and a high school student, a premise that generated significant discussion upon its digital release. Due to the popularity of the web serial, the series was eventually picked up for physical publication in tankobon volumes, allowing the narrative to reach a wider audience beyond its online origins.

Mogusu’s art style is characterized by expressive character designs that lean into the comedic and occasionally cringe-inducing nature of the protagonist's unrequited affection. The design philosophy focuses on the contrast between the protagonist’s intense, obsessive devotion and the more grounded, realistic reactions of the female lead. The series was generally received as a dark romantic comedy that intentionally plays with uncomfortable tropes, leading to a polarizing reception that ultimately garnered enough support to inspire an anime adaptation.