At the begining, when Erika suggested her idea of faking lovers, Kyouya agrees to it with a "Prince Charming" attitude. However,shortly after, he blackmails her, torments her and makes her his "dog." Gradually he starts to care for her and becomes jealous whenever she gets close to other guys. He also develops a protective attitude towards her.

The story centers around Erika Shinohara, a vain 16-year-old girl who tells her friends about her romantic exploits, but she actually has no boyfriend. She claims that a handsome boy in a candid photo is her boyfriend, but it turns out that boy is a schoolmate named Kyouya Sata. She has no choice but to make him her fake boyfriend. Unfortunately, Sata may look like a sweet person, but he is actually an ultra-black-hearted sadist. Sata takes advantage of Erika's weakness and treats her like his dog.
 
(Source: Anime News Network)

__Height:__ 177 cm (5'9.75")

On October 26, 2022, it was reported that Sakurai had been engaging in an extramarital affair with a writer of his *P.S. Genki Desu. Takahiro* radio program. A month prior, it was publicly disclosed that he had been married to a former voice actress for nearly 20 years, although the writer had allegedly not been aware of his marriage as they had been in a relationship for 10 years and intending to marry. His previously announced roles as [Haruaki Karuma](https://anilist.co/character/290233) in [AYAKA](https://anilist.co/anime/155982/AYAKA/) and [Kusuriuri](https://anilist.co/character/2865) in [Mononoke (Movie)](https://anilist.co/anime/151117/Mononoke-Movie/) had been recast as a result.

On March 31, 2023, it was jointly announced with his talent agency "Intention" that they are ending their contract, as Sakurai requested to leave as a way of taking sole responsibility of his actions and for self-reflection.

Non-Anime Roles:
-Passenger in "Arknights" (VG/Mobile) (Japanese)
-Su in "Honkai Impact 3rd" (VG) (Japanese)
-Cloud Strife in "FINAL FANTASY 7 REMAKE" (Japanese)

Fed up with her friends’ constant bragging about their boyfriends, high school student Erika Shinohara decides to make up one of her own. When her lie starts unraveling at the seams, her charming schoolmate Kyoya Sata agrees to be her pretend boyfriend, seemingly saving her reputation. She won’t get off that easy, however, as she soon discovers her white knight is actually a blackhearted prince! Now Erika must be at his beck and call or risk her lie being exposed. But is Kyoya really as blackhearted as he seems?
 
(Source: Shojo Beat)
 
Notes: 
- Includes the one-shot "Junketsu Lullaby". 
- Includes the one-shot "Pierrot ja Nee yo". 
- Includes the one-shot "Kamatte-chan de Gomenasai!!" 
- Includes the one-shot "Kimi wo Suki ni Natta Riyuu" (The Reason I Love You)

OVA bundled with 12th manga volume. 
 
The OVA includes a popular chapter that was not adapted in the TV series.

A one-shot collab between Hatta Ayuko (Ookami Shoujo to Kuro Ouji) and Mizuno Minami (Nijiiro Days). Sata Kyouya is the school's guidance counselor and he has to deal with an odd group of students.