No.. Its not demonic or scary in anyway, infact its kinda positive, he meets all sorts of people, but you don't know he has been having split personalitys, instead you just think they are 3 different characters all going on with their lives, 1 in a gang, 1 who works at a bar and the one who works as a handy man.
But infact these are all the main characters split personalities and he gets confused when lots of people who have met his split personalities talk to him saying he looks familuar.
He isn't aware that he has different personalities, just whenever he does change his personality he starts coughing and goes into this "Gretagard" world where he has to save his kingdom, but it is infact just his imagination from a game and because he was attacked by his Mum as a little boy, fearing for his own life, he developed these personalities. You don't find this out till the last episode xD
Wait this is all going in a spoiler..
Recognise it?