Let's talk about the characters of this game! Pokémon doesn't have a history of groundbreaking stories, but characters can still be cute additions to the game and can enhance enjoyment substantially when done right. This is a thread to keep details on characters as actual information is released on them, but also for you guys to discuss your crazy theories about the characters as more news is released!
The Characters
The Primary Protagonist
Not a great deal is known about the primary protagonists at this stage, besides that the story begins right after they move to the Alola region, not dissimilar to the story of Generation III. We know that character customisation will return, and that there will be a greater selection of skin tones compared to Pokémon X and Y. In the above picture, and the official art of the characters, the male protagonist is wearing a Popplio shirt and shoes and Litten shorts, whereas the female protagonist is wearing Rowlet shirt and shorts, and Litten shoes. The caps seem unrelated at this stage. This does, however, imply that males might actually have a selection of clothes this time around!
Professor Kukui
Professor Kukui is the official professor of the Alola region, like many tree-named scientists before him. The main difference is this guy's got chill, and has quite a stereotypically Hawaiian style of speech. Similar to Professor Birch from Hoenn, Kukui oftentimes ventures out into the fields to further his study of Pokémon... and has suffered blows from Pokémon in the process. Needless to say he's the uh, hottest Pokémon Professor in the franchise so far! He's very successful in his field, though, as he gives the protagonist an extremely rare kind of PokéDex (and a Rotom to match!) at the start of their journey.
Lillie
An assistant to the professor and seemingly terrified of bridges, little is known about this "mysterious" girl. She's probably the champion, or most people are really hoping she's the primary antagonist, myself included. And @PMJ wants her to be both. Either way, she's reportedly quite pacifistic and doesn't want to see Pokémon fight each other, like Team Plasma's aims in Generation V. She loves to devour books, which would explain why she's so skinny.
Hau
Hau is Sun and Moon's version of Shauna, basically. The Japanese starters advert parodies him as someone welcoming the primary protagonist into their new home (what Shauna did), and you are completely forced to be their friend whether you want to or not. Like Shauna, him being given a Pokémon is also justified by the fact that he "really really loves them :3". The only unique thing about him which we know so far is that he has an irrational love of malasada, which is a version of Portuguese doughnut originating from the Madeira Islands. Why is it an irrational love? I've had them, and they're damn horrible; way too sugary! It's also kinda random considering Portugal has very little to do with Hawaii, but maybe it'll make sense eventually?
Hala
We know like, nothing about this guy. He's old, and stereotypically Hawaiin. He gives the players their Pokémon to the point of sending them out himself, so it can be presumed that he has something to do with Professor Kukui. They appear together in trailers, and Hala is another kind of Hawaiin tree. He doesn't have released official art yet, so he's probably not super important.
The Characters
The Primary Protagonist
Professor Kukui
Lillie
Hau
Hala