Beelzebub is renowned as the "Prince of the Underworld," but generally referred to only as "Prince" by his fellow demons. He lives in Sand Land, a barren wasteland inhabited by humans and demons where the supply of water is controlled by a greedy human king. Beelzebub tries to live in relative harmony with the humans: although he regularly steals water from them, he only takes as much as he and his fellow demons need to survive.