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Enma Ai is the main protagonist & on & off anti-heroic main antagonist of the horror anime Jigoku Shoujo, which is known as Jigoku Shoujo or Hell Girl.
Ai wears a mask of cold personality as she never shows it most of the time. Even in situations which are emotional, she doesn't appear to move in at least. Additionally, Ai is quiet and serious, as she seems to chat only when the need arises rarely speaking for the sake of it. In the event that Ai does talk out of ordinary circumstances, it is about something in which is necessary for someone to know, or to correct somebody when needed, notably her clients. The main reason for her introverted personality is that she had been used on growing silent.
Ai has a long straight black hair in a hime cut that she frequently keeps untied. Her skin is frequently pale & she possesed red eyes, which were originally brown before she was buried alive. Ai also has light pink lips. She maintains the appearance of a 13 year old girl, and has remained as such for over 400 years.
Her usual attire consist of a dominantly black seifuku, similar to a Japanese school girl uniform, with some parts colored red and white. However, when performing an act of sending someone to hell, Ai wears a black kimono, with either temari (hand-woven balls) or floral design. Both patterns alternate throughout the series.
Read my lips and come to grips with the reality!
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You've summoned me. My name is Enma Ai.
~ Enma Ai to her client
This is for you. If you truly seek revenge, untie the scarlet thread on his (the doll's) neck. Pulling the thread binds you into a covenant with me. I will ferry your tormenter straight into the depths of hell. However, once vengeance has been served, you must deliver on your end of the bargain. There has to be a price, and so when you die, your soul will also belong to hell. You will never know the joys of heaven. Your soul will be left to wander in pain and suffering, there to remain for all eternity. Not until after you die, of course. And now...the decision rest with you.
~ Enma Ai after handing the straw doll & telling the client of the consequences
Oh, pitiful shadow lost in the darkness, bringing torment and pain to others, oh damned soul wallowing in sin. Perhaps it is time to die.
~ Enma Ai to the client's tormentor
This is vengeance. So I am to ferry you to Hell.
~ Enma Ai upon reaching the entrance of hell with the client's tormentor
Enma Ai is very similar to Carrie White from the Stephen King novel of the same name as both are social outcasts being bullied by society, both have a single friend who are close to the society & both destroyed their hometowns by setting it on fire out of their rage.
Enma Ai is very similar to Lucy from Elfen Lied, as both are disgusted and bullied for a bad reason (Enma Ai being a sacrifice to the mountain god & Lucy for her horns), both have friends who later betrayed them out of cowardice (Sentarou Shibata & the Orphanage Girl, though the girls is a debatable case) & both killed their tormentors as a revenge.
Unlike Lucy however who manages to kill the orphanage girl, Enma Ai spared her traitored friend from her wrath & didn't kill him.
Enma Ai is often considered not to be the main antagonist of the series, but rather a victim of greater villains such as the Master of Hell and possibly a never seen, but sometimes implied Supreme Being.