Latifah Fleuranza is the princess of the magical realm of Maple Land and the owner and manager of Amagi Brilliant Park, a struggling amusement park in Japan that serves as a haven for refugees from her home world. She is a young girl with blonde wavy hair, deep blue eyes, and a gentle, cheerful demeanor, often seen with a bright smile. Despite her youthful appearance, she carries a heavy burden: a curse placed on her by a wizard that makes her body deficient in Animus, the life force of Maple Land. The curse renews itself each year, resetting her age and memories, causing her to have lived for more than a decade as a fourteen-year-old.

Latifah is deeply caring and passionate about the park and the well-being of its inhabitants. She is willing to go to great lengths to protect it, even kissing a stranger to prove the magical nature of the park. Her primary motivation is to keep the park open, as it is the only means for the Maple Land refugees to harvest the magical energy they need to survive in the human world. She hires Seiya Kanie, a high school student she met years before as a young boy, to become the park's new manager and use his talents to attract visitors within a very short deadline.

In her role, Latifah acts as the park's general manager, though she largely entrusts daily operations to Seiya. She possesses magical abilities, including the power to bestow magic on others through a kiss, though the full extent of her powers is not fully explored. Her key relationships include her close bond with Seiya, whom she trusts implicitly, and the various park employees such as Isuzu Sento and Moffle, who are loyal to her. Over the course of the story, Latifah's unwavering optimism and gentle leadership inspire those around her, even as she struggles with the limitations imposed by her curse. Her notable ability is not only her magic but also her resilient spirit, which drives her to continue fighting for the park's survival despite the seemingly impossible odds.