Itazura na Kiss is my favourite story literally of all time. I have watched all possible adaptations of it (including this one) and can't help falling in love with the story each time. This is one of the later versions and, true to form, the main character has to be cold and unfeeling - that is how he was written. But as the story progresses, we see him warming up to the female lead and eventually, they fall helplessly in love with one another.
I don't see a whole lot of difference from this character and a lot of other "aloof, distant and mysterious" main male leads. It's that "icy exterior" that's usually thawed by the warm and bubbly main character. It's a plot that's used over and over. Some stories do go overboard with this which I don't particularly like. (To be clear, I don't advocate for mental or emotional abuse in any relationship).
I feel that this story is different though. In the end, love conquers all and the couple ends up happy (spoilers... sort of). It's convoluted enough to hold my attention and sweet enough to be a favourite of mine every single time.