There was a time when Asa Project’s nickname in the Chinese community was “the face-meme studio,” thanks to those deranged expressions their characters pull. And the shameless gag romance plots, peaking with Renai 0 Kilometer. But Asa Project themselves don’t seem happy with that reputation. After that came Kansetsu Renai and then everything afterward slowly dialed the “face memes” down — at first every heroine had them, then just one, and by now… you basically can’t find any. Personally I think Asa Project sees itself as a pure-love studio that expresses its stories through various definitions of “love.” Every game they pick a new flavor of “love” and put it right there in the title — indirect love, two-timing love, triangle love, love rivalry, part-time-job love, side-character love… at this point I’m convinced they write “renai” in the title first and fill in the rest later. After over a year, Asa Project is back with a new one: Ousama Renai (王様恋愛). The official blurb says the protagonist is a rich young heir who lives like a king every day, and the hook is “love initiated by the man.” At a glance it screams “domineering CEO sweeps me off my feet.” Then I finished the game and… no, that’s not what this is at all.