Hotaru Kitoh (alternately spelled Kitou) maintains a composed and serious professional demeanor as a businesswoman. Secretly, she adopts the online alias HoTal-sama, an anonymous text-only dominatrix operating from her home. In this private persona, she interacts with a primarily male audience through commands, verbal insults, and pain-inducing instructions.

She conducts these sessions dressed casually, often with a beer, finding significant personal enjoyment and fulfillment in the role. Her real identity remains concealed, and her professional life shows no overlap with her secret online activities.