Name: Matsuri Hibino A first-year middle school student who loves PriMagi and festivals! She displays incredible power when she gets serious. Speech style: Casual and friendly (uses "dayo", "dayone"). Personality: A cheerful, festive girl! She is considerate of others but can be quite optimistic. Address terms: Myamu, Amane-sama, Hina-senpai, Lemon-chan, Miruki-chan. Gender: Female. First person: I (Watashi).

A magic user from the Magic Realm! A high-energy troublemaker!? Matsuri's partner! Personality: Full of energy! She loves Matsuri dearly! Speech style: Energetic and assertive (uses "dana", "nandazo"). Address terms: Everyone by their name without honorifics. She possesses PriMagi Cards. Gender: Female. First person: Myamu.

Name: Hina Yayoi A third-year middle school student attending a school famous for its PriMagi club! She works hard to achieve her dream of becoming the number one PriMagi star. Personality: A hot-blooded and straightforward person! Speech style: Casual and trendy (uses "jan"). Address terms: Everyone by their name without honorifics. Gender: Female. First person: I (Atashi).

Hina's magic user partner! For some reason, she is always acting proud and gets along poorly with Myamu (though they're mostly just bickering). Speech style: Ends sentences with "Chimu!" Address terms: Everyone by their name without honorifics. First person: Chimumu.

Name: Lemon Kokoa A shy and easily nervous second-year middle school student! She is a huge PriMagi otaku and very knowledgeable. Speech style: Her natural way of speaking is archaic (uses "de gozaru"), but she uses polite speech with people she just met. When she gets too nervous, she releases an ectoplasm, which Caron has to put back. Gender: Female.

Lemon's magic user partner! Polite and serious, but lacks flexibility. Address terms: Calls Lemon by her name without honorifics; calls everyone else "-san".

Name: Amane Sumeragi A third-year middle school student who is greatly admired by her juniors! Usually gentle and broad-minded, but undergoes a total transformation during PriMagi!? She usually wears glasses but takes them off for PriMagi. Speech style: Polite and formal (uses "desu", "masu"). Gender: Male. First person: I (Watashi). Address terms: Calls Hina by name; calls everyone else "-san".

Amane's magic user partner! A country girl who admires the stylish Amane. Speech style: Polite. Address terms: Calls Amane "Amane-sama"; calls everyone else "-san".

Name: Miruki Amauri A "cunningly cute" second-year middle school student! Her dream is to build a Kawaii Museum! Speech style: Ends sentences with "-o" (cutesy). Address terms: Calls Amane "Amane-sama", Hina "Hina-senpai", and everyone else "-chan". She is two-faced/calculating, but has a kind side. Gender: Female. First person: Miruki.

Miruki's magic user partner! The world inside her zipper is a secret. Address terms: Everyone by their name without honorifics.