Kyou kara Maou! follows Yuri Shibuya, an ordinary Japanese high‑schooler. One day he witnesses classmates being bullied; his intervention frees the victim, but the bullies turn on him and force his head into a toilet. Instead of water, the toilet is a swirling portal that drags him to another realm resembling medieval Europe. There he learns he will become the next Demon King because of his black hair and eyes, traits reserved for the demon royal bloodline.
The demons initially doubt him as a ruler. Yet after Yuri defeats an opponent using his magic, they gradually accept him as their sovereign. He must now discover what it means to be a true Demon King while striving to maintain harmony between demons and humans in this unfamiliar world.