Koi to Yobu ni wa Kimochi Warui tells the story of Ryou Amakusa, a wealthy and womanizing young man, who develops an unusual interest in Ichika Arima after she saves him from a fall.
Ichika is the best friend of Ryou's younger sister.
Ryou's attempts to win Ichika's affection are met with disgust and rejection, as she finds his advances creepy and off-putting.
Despite her negative reactions, Ryou becomes increasingly determined to win her over, leading to a persistent and rather uncomfortable pursuit.
The anime explores the dynamic between these two characters as Ryou continues his efforts and Ichika grapples with his unwanted attention.