Sword Art Online: Hollow Fragment Reveals Laughing Coffin’s Leader

By Sato . January 15, 2014 . 12:00pm


Just like in the real world, there are groups that commit organized crimes in the virtual world of Sword Art Online, and it looks like you’ll be tackling the kingpin of one of the biggest dark guilds in Sword Art Online: Hollow Fragment, reports Dengeki. This individual seems to have a connection with the new character, Philia.


The man in question was first seen towards the end of Sword Art Online: Hollow Fragment’s latest TV commercial, where the orange rep character Philia is shown telling him that she wished she never met him.


To bring you up to speed, Laughing Coffin is an infamous player-killing “Red Guild” in the world of Sword Art Online, and as some of you may have noticed, the guy in the trailer has the guild’s emblem on his glove.


As it turns out, he is known as PoH (pronounced Pooh—yes, like the bear) and is the leader behind the player killing guild.



PoH is a “red player,” meaning he’s gone beyond the crimes of your average orange player, and is also known as the murderer. He’s known for having a mysterious charismatic vibe, and has killed countless other players.


While we still don’t know what his relationship with Philia is, the story of Sword Art Online: Hollow Fragment will be revealing it, along with more on the dark guild.


Sword Art Online: Hollow Fragment is slated for release on April 24 for PlayStation Vita.

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  • Elemiel

    The PoH guy probably went insane playing the Pooh Bear baseball game and takes his frustration out on other players now.

    • Servant BerserCAR

      Oh man, why you have to remind us with that… insanity? >.<

  • ZnTxn

    SAO has Pooh the bear, and Log Horizon has Krusty the clown.
    Now .hack// needs a Barney the dinosaur or Big Bird.

    • They need to make a cooking Log Horizon 3DS game based solely around Chief Nyanta. I’ll play that.

      Hmm sounded better in my head.

      • ZnTxn

        Cooking Nyanta: Dinner with Guilds?
        Someone make this happen!

      • Göran Isacson

        Actually I think that sounds fantastic and I would play it, if only to see what kind of cooking madness can stem from dual-wielding frying pans.

        • Holy crap look at the downvotes I got with that musing. The people have spoken?

          • M’iau M’iaut

            Just the script bots. :P

          • Ah okay. Makes so much more sense now.

          • M’iau M’iaut

            Honest apology for that. The vote bots are just something disqus doesn’t give any control over at the site level. We can’t even track the downvotes to an account.

          • Göran Isacson

            Ha ha yes, what M’iau said. I’ve been on here long enough to see that when you see downvotes over 200 (often 242 in fact, it seems to be the max number of bots this particular spammer has) you don’t even pay attention to it.

  • TheExile285

    Oh so, Waifu Art Online HF does have villains? Good. ;P

    • Chiupon

      ikr??? like wow if SAO actually had competent villains and plotlines i probably would’ve liked it

      • God

        Read the novels if you want a better plotline, can’t help you with Villains though, unless you wanna read at least 1000 pages of SAO to get 1 decent villain..

        • David García Abril

          The plotline in the novels is exactly the same.

          That’s exactly why the anime had problems.

          • God

            It’s told different way in the novels, that i for one, found a lot better.

        • Lucky Dan

          Kayba is a lex luthor or a maytr type villain when he’s the bad guy but in the end has a change of heart and becomes a good guy and guardian angel for kirito typical superhero villian, the other dude made no sense whatsoever.

          Nobuyuki Sugō, he made a hugely successful MMORPG made lots of money for the company and second in charge of the company meaning he would be in a position to take over it, I do not know why he wanted to marry Asuna who spend all her days playing an MMORPG sure she’s got a sugar daddy but whoever marries her would not take over the company without doing the hard yards. So the villain’s plot line is lots of holes and is a typical James Bond villain who wants more money, like the Main Antagonist of Dead rising 2, TK.

          He was just a villain just to be there like the 2 sisters from Coppelian the shallowest villains of them all

  • Shippoyasha

    All this Log Horizon talk makes me want a crossover game with SAO and LH. Kirito unable to hotblood his way through everything in Elder Tale and Shiroe forced to fight with melee attacks.

    • TheExile285

      I see Shiroe making Kirito fall to his knees in defeat with even summoning his weapon lol.

      • deadMastershiro

        I could see that happening because Shiroe is a BADASS!

      • TheExile285

        [email protected] these downvotes xD

        The irony is, I’m actually one of those few people on the internet who actually likes SAO lol.

    • deadMastershiro

      That sounds awesome.

    • David García Abril

      I just caught up to speed with “Log Horizon” yesterday (or at least, until episode 14. I don’t have a premium membership in Cruchyroll yet).

      And honestly, I don’t get the praise it’s getting.

      The pacing is dragged down by waaaaaaay too much exposition, the animation is average, and after 14 episodes it still doesn’t feel like the story is going anywhere. And the fact that so far the story doesn’t have anything really at stake makes the whole thing pretty… bland.

      It feels to me that people like it out of spite towards SAO, rather than because of its own merits.

      Which is pretty sad when you think about it…

      And it’s not like LH is that much better than SAO. Yeah, it’s true that it has better characters and waaaay much less otaku pandering, but that’s pretty much it. And there are aspects in which I honestly believe SAO is still superior, like a more immersive universe and more engaging action. And exposition in SAO is handled a ton better than in LH. Not to mention than in animation and music it blows LH out of the water.

      OK, now you can start down voting me…

      • alfare

        I won’t down vote you or anything because of your tastes. But I feel like should say that I don’t think people like LH out of spite towards SAO.

        Well, at least, I don’t. Basically it’s because I think both of are two different things. Like totally different species, I guess?

        I’m a fan of both of them actually. But as a long time fan of SAO since the novels got fan-translated, even I gotta admit that I currently appreciate LH more than SAO. It’s because there are more I can relate to LH in real life.

        The series is cool because it shows how the characters solve seemingly mundane problems in this familiar yet weird MMORPG setting. The problems are the type of stuff most people normally won’t care about, but then take notice once something’s done about it.

        I gotta admit that LH ain’t interesting for some people. But it’s good in a thought-provoking kinda way.

      • Ferrick

        i don’t get the part about the immersive universe, the anime doesn’t do anything to actually show any immersion between each mmo worlds, if anything, the anime dropkicks you into the world and erased ALOT of important information to make it any immersive

        i’ve not watched LH yet so i can’t say, but i can say for certainty that SAO’s anime sucked balls, it’s only saving grace is the music and that’s that, and the animation is ok, but not worth praising when there are many other animes with animation skills that are on par with it

      • Göran Isacson

        Ooh, the part about stakes makes me worried. So far I have greatly enjoyed the episodes of Log Horizon that I’ve seen (four of them) because the interplay between the three mains are vastly superior to ANY relationships in SAO, and the fights generally feel “smarter” than anything that happened in SAO.

        I am aware of the much lower animation budget, but so far the show has been smart enough to have their fights be more about brainpower and planning than intense action so I haven’t really cared. But if the plot never really deepens or becomes about anything more than Shiroe travelling and fighting smart around the online world (which is how I interpret your statement that the story has no stakes, that it’s never about anything more than what it’s about at the onset of the show) and winning everything without ever getting really challenged, then… yeah, I gotta admit that doesn’t sound too good.

      • Lucky Dan

        You’ll love SAO until you find out that Kirito is a self-insertion of the author a Gary Stu who wants to marry his dream girl in the game while having an incetous relationship with his cousin.

        Then you start to hate it, if you don’t believe me go and look up his picture on any anime website and similarities are there.

        Then in Gun Gale online he re imagine himself as a girl and wants to have a love-hate relationship with a pro guild leader.

        The only thing I noticed is that with Log horizon you don’t really hate the main character as all the characters receive some showtime which is good and bad in cases, some you stated above as the more characters you cover the less developed the Story is plus the opening is way better than SAO.

        • kaotron

          The reason I hated SAO was that kirito’s character was bland(for self insertion) and he was stupid overpowered while the anime advertised it to be an emotional show about being “trapped in an deadly mmo” it was just a gary-stu adventure while being a harem-anime in disguise. It follows the most common harem anime cliches: the dumb best friend, the tsundere waifu, the loli, the incest sister/cousin, etc. This show is super guilty of pandering to the extremes.

          Unlike sao, Log horizon has a discretion and human decency. what i like the most about Log horizon is that battles arent won by being an overpowered self-insert, they’re won by using tactics and rpg logic.

      • kaotron

        To be honest, I actually dont like LH all that much, it’s nothing special but the reason I like LH over SAO is not out spite but I like that LH actually has good characters in the show and they actually use mmo/rpg terms and logic when fighting unlike SAO where Kirito is an overpowered bland self-insert character with a harem growing more and more by the season/arc and wins battles by trying to look cool.

        I didnt fall for the hype of sao and I was still disapointed by it. To give it some credit, I really liked the first few episodes of sao but it all went downhill from there and even lower around the second half with the incest fairy sister/cousin, NTR tentacle waifu’s and a lame annoying villain. SAO is written like a poor fanfic that was made to panders to almost every kind of otaku fetish.

        • I lol’d quite a bit at your comment. But completely agree. x’D

          • kaotron

            honestly, I dont hate SAO all that much, it’s not even the worst anime in all existence. The problem is that it is so overrated and has a fanbase that refuse to acknowledge it’s faults. Hell, this show already had a huge fanbase before the show even started because of the popular novels it was based on.

            some hardcore SAO fans agreed that the anime sucked because it didn’t adapt the novel properly…but some people who’ve also read the books say that it’s written like a horrible fanfic that was written by some lonely teenager with no discretion whatsoever.

            kirito is so overpowered that he can magically hack the game whenever it’s convenient to the story’s “plot”, he got his own unique dual wield ability in a game that was pointed out many times to be “fair” and equal towards players and he can kill players with harmless “illusions” apparently, he’s also so strong that he can use a sword in a FPS game to block bullets and the fans still deny that he isnt overpowered.

      • I think if MMO shows came down to liking things out of spite, people would like SAO out of spite for .Hack (over the anime of course and reasonably so). More than likely, I think people like LH because it is a very different creature and atmosphere than SAO; it feels a niche that SAO doesn’t in the MMO stuff (which I’m glad for).

        Also, I don’t think not having anything at stake can be bad; but, I did feel there was a potential air of mystery at hand in LH. If the series goes about exploring that, even if things don’t get very severe, I don’t mind that. I personally get tired of everything always being so extreme, or so much at stake or something – especially for MMO stuff. Sometimes I just want adventure.

        Each has their strongpoint and niche, but I think both are on such far sides of the scale, it’s hit or miss with both of them.

    • DyLaN

      If we are lucky maybe we will get one special crossover chapter like the “Versus” chapter with AW Haru facing off against SAO Kirito.

  • sunK1D

    SAO > Attack on Titan

    • Chiupon

      are you trolling

    • sharpshot909

      Yeah.. no

      • Yale Thing


        • sharpshot909

          Wait, why were you here?

    • TheExile285

      Not really sure why you’d post this here since the article only talks about SAO and has NOTHING to do with Attack on Titan.

    • Yeah, um, nice try with the upvote/downvote bots.

      I love both shows, but AoT is a lot better.

      • sunK1D

        AoT is fun but if you come from a MMO background, SAO speaks to you. I like both but SAO more than AOT.

      • Renaldi Saputra

        SAO is just a generic shounen with much waifu material

    • Renaldi Saputra


    • Aspenharls

      I would like to disagree. I don’t know what it is about a bunch of people playing spiderman, while fighting giant naked men that makes me love it so much, but it sure beats a rushed mess that was SAO.

      • Kornelious

        Can’t SAO, AoT, and LH just live in peace?

    • tubers

      Well, I think SAO is a much interesting to make a game from with the “magic/fantasy vibe”.

      AoT seems to only have large titans going for them. It won’t get as flashy.

    • Cloud AC

      Can’t we have both?

  • alfare

    You know, when I got introduced to SAO through the novels, I personally thought that it had a pretty decent line up of villains. For some reason, I hardly felt that way after I checked out the anime.

    On a side note, I wonder how much of this thing about the leader of Laughing Coffin will be canon.

    • David García Abril

      Kayaba was decent enough. Yeah, his motivation was flimsy, but at least he wasn’t laughable.

      The rest, however…

    • Guest

      he appeared in the anime, just for a few second though. and he was mentioned a few times in the novels too. so, he is pretty canon.

      • alfare

        Err… I was actually talking about his name and… whether we’ll get to face and defeat him in HF or not.

        Will then his in-game defeat be counted as canon? Something like that. But so far I guess, canon it is.

  • {spoiler}

    I do wonder if this game will lead to the crusade against Laughing Coffins which happen in the novel…actually I don’t even know if these games are canon lol

  • Renaldi Saputra

    is he a butcher?

  • Kornelious

    Hmmm, Still on the bridge on importing this…

  • S- Class Wizard KaRamo

    All this is doing is making me more hype as fu*k for this game please west release

    • God

      I asked Kami-sama but there are currently no plans for a western release…

      • S- Class Wizard KaRamo

        Damn!!!!!!!!!!!! thanks for the heads up

        • Renaldi Saputra

          and please remind that it’s Namco Bandai

          • S- Class Wizard KaRamo

            So true

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