As Riko Yuusaki, his female alter-ego, she is a beautiful girl (with a physical appearance resembling a tomboy) who gets much attention from men, such as Motemitsu, the perverted principal and even Saruyama, Rito's best friend.
Later, Saruyama falls in love with "Riko-chan" and asks Lala to invite her for a date; out of pity, she forcefully changes Rito into "Riko" so Saruyama can go on a date with Riko.
Right before he was about to tell her, she moves out of the way, just like when he confessed to her very early in the series, leading him to state "I love you" to all of the female cast with the exception of Momo, Mikan, Golden Darkness (Yami), and Haruna herself.
Although Ryouko speculates that Rito's frequent indecency may be due to a syndrome.
It is only by accident that he encounters Lala Satalin Deviluke, and despite his enduring feelings for Haruna Sairenji, Rito shows signs of developing deeper affection towards Lala throughout the story but is unsure if what he feels is actually love.
This is shown again when he couldn't help but think about Lala even though he and Haruna were naked together.
It is recently revealed that he is in love with Lala, but he is also in love with Haruna.
Also many of the characters now make a cameo appearance in the manga Mayoi Neko Overrun! Rito used to be on the soccer team in junior high and was quite good, but quit because he was constantly helping his father with his manga artist duties, thus did not want to leave his sister Mikan alone in the house.