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Matsuri Hibino is a first-year junior high school student who loves PriMagi, a form of entertainment involving music and dance. Suddenly, the magician Myamu appears and scouts her out to participate in PriMagi. The two of them work together and aim to become the top Primagista.
A bright, lively and free-spirited first-year junior high school student who loves PriMagi and festivals. When she performs as a Primagista, she's immediately able to unleash a great amount of magic. She is very driven to become a top Primagista. Her preferred brand is LOVELY MELODY. Her birthday is on August 8th.
A stylish, passionate, straightforward and energetic third-year junior high school student at Arawashi School, a powerful school for Primagistas. She lost to Jennifer during the previous PriMagi Grand Festival but she's trying her hardest to beat her. Her preferred brand is VIVID STAR.
A deceptively cute second-year junior high school student. She acts cute but in reality, she is mischievous and tries to sabotage Matsuri and Myamu on multiple occasions. She is intimidated by Hina. Her dream is to build a Milky Cute Museum. Her preferred brand is Cherry Sugar.
A genius child prodigy. She knows a great deal about mechanics and technology, Auru greatly values efficiency and research data, and as a result, her words and decisions may come off as cold or blunt. Her preferred brand is ELECTRO REMIX.
Jennifer Sumire Sol (ジェニファー・純恋・ソル, Jenifā・Sumire・Soru)
She was the winner of the previous PriMagi Grand Festival and a high-class Primagista whom Matsuri admires. She is passionate and fabulous, and often acts like a celebrity. She holds great love for PriMagi. Her preferred brand is SHINING DIVA.
Matsuri's magician partner struggles to control her incredible magic abilities. She is very supportive, competitive and fears abandonment. She can assume the form of a light blue kitten. Her preferred brand is LOVELY MELODY. She also shares her birthday with Matsuri.
Hughie is a mysterious blue wolf who seems to know Myamu. He seems to be capricious and playful, often teasing Toma and Myamu, but loves PriMagi very much.
Meganee is Auru's assistant who works at the Omega Corporation.
Media
Arcade game
PriMagi arcade games were launched on October 1, 2021. It was developed by syn Sophia and published by Takara Tomy. A player can create a character and progress by performing live shows.
"The Dark PriMagi Superstar?! Lemon Takes the Stage!" Transliteration: "Yami PuriMajisuta!? Remon Arawaru!" (Japanese: 闇プリマジスタ！？れもん現る！)
Daisuke Kurose
Isao Murayama
Hiroaki Shimura
November 7, 2021 (2021-11-07)
7
"The Downright Merry Meowgnificent Magical Realm!" Transliteration: "Nyan to mo Yukai ☆ Sōkai ☆ Mahōkai!" (Japanese: にゃんともユカイ☆ソーカイ☆魔法界！)
Ken'ichirō Watanabe
Michiru Tenma
Ken'ichirō Watanabe
November 14, 2021 (2021-11-14)
8
"A Crash Course with Hina-senpai! OMG, OMG, I'm Doomed!" Transliteration: "Hina-senpai no Maji Tokkun! Yabai yo Yabai yo Maji Yabai yo!" (Japanese: ひな先輩のマジ特訓！ヤバいよヤバいよマジヤバいよ！)
Mitsuhiro Yoneda
Mitsutaka Hirota
Mitsuhiro Yoneda
November 21, 2021 (2021-11-21)
9
"A Heart Awakens! 'Tis the Advent of Lemon!!" Transliteration: "Shin Kakusei! Remon Kōrin su!!" (Japanese: 心・覚醒！れもん降臨す！！)
Hiroshi Itō
Isao Murayama
Tatsuhiko Komatsu
November 28, 2021 (2021-11-28)
10
"Nothing Beats the PriMagi! A Mega-Enthusiastic Meet-up!" Transliteration: "PuriMaji Shika Katan! Gekiatsu Ofu-kai!!" (Japanese: プリマジしか勝たん！激熱オフ会！！)
Nana Imanaka
Sawako Sukegawa
Nana Imanaka
December 5, 2021 (2021-12-05)
11
"Fly, Hina! Conquer Your Loneliness!" Transliteration: "Tobe Hina! Kodoku o Koete Ike!" (Japanese: 跳べひな！孤独を超えていけ！)
Chihiro Kumano
Mitsutaka Hirota
Shizutaka Sugawara
December 12, 2021 (2021-12-12)
12
"Matsuri VS Hina: Upon Whom Will the Phoenix Smile?" Transliteration: "Matsuri Bāsasu Hina Fenikkusu wa Dochira ni Hohoemu?" (Japanese: まつりVSひなフェニックスはどちらに微笑む？)
Hiroshi Itō
Fumi Tsubota
Yasuhiro Minami
December 19, 2021 (2021-12-19)
13
"The Magic Word is Waccha" Transliteration: "Watcha Majikku Wādo" (Japanese: ワッチャ・マジックワード)
Yūji Takayama
Fumi Tsubota
Jun'ichi Satō, Kōsuke Kobayashi
December 26, 2021 (2021-12-26)
Special
"I Really Understand! Waccha PriMagi Academy" Transliteration: "Maji de Wakaru! Watcha Purimaji Gakuen" (Japanese: マジでわかる！ワッチャプリマジ学園)
