In the world of Sand Land, the character known as King is the reigning monarch who controls the land's most precious resource: water. He is depicted as an overweight man with a distinct Kaiser mustache, and his appearance reflects his indulgent and selfish nature. The King is the embodiment of greed and tyranny, driven entirely by self-interest and a desire to maintain his lavish lifestyle at the expense of his suffering citizens.

The King's primary motivation is profit and the preservation of his own power. He maintains a ruthless monopoly on water, the only resource that matters in a world ravaged by drought. While the populace suffers from thirst, he sells bottled water at exorbitant prices, growing wealthy from their desperation. This cruelty is not born of active malice but of profound incompetence and complacency. The King is a figurehead, easily manipulated and content to let others do the hard work of ruling, as long as his own comforts are secured. In truth, he is a puppet ruler. The real power behind the throne is his chief military commander, General Zeu, who controls the King and uses him as a facade for a much more sinister regime.

In the story, the King serves as the initial antagonist, representing the corrupt and oppressive system that Sheriff Rao and the demon prince Beelzebub rise up against. He is the direct cause of the water shortage, having conspired with General Zeu to build a dam that diverted the country's only river, creating the artificial scarcity from which he profits. He also authorized a false flag operation that led to the destruction of a machine that could have produced unlimited water, an act that resulted in the deaths of many innocent people, including the family of Sheriff Rao. The King's relationship with General Zeu is one of dependent subservience; he issues decrees, but they are Zeu's plans. His relationship with Rao is one of enemy to the people, and by the end of the conflict, Rao becomes the instrument of his downfall.

The King undergoes minimal personal development, as he is less a complex character and more a symbol of a decaying order. His arc is one of exposure and humiliation rather than redemption. Once Beelzebub and Rao tear down the dam and restore the natural flow of water, the King's monopoly is shattered. His oppressive rule is brought to an abrupt end, and he is last seen being forced by Sheriff Rao to distribute his ill-gotten wealth back to the people he exploited.

The King possesses no notable combat abilities or special powers. His authority is derived entirely from his political position and the military force commanded by General Zeu. He relies on tanks, soldiers, and advanced weaponry to enforce his will, but in a direct confrontation, he is completely helpless. His only strength is his positional power, which vanishes the moment his secrets are exposed and his water supply is liberated.