As others have said, the characters stand out well over the RPG norm. Characters, both playable and not, get to have more than a role, a personality quirk, or a backstory, but full side stories that lets them grow and develop on their own. Some are better than others, but you'll find yourself cursing that finishing all social links in one playthrough is next to impossible. These stories fall on common japanese tropes, particularly anime, a little too often, but overall it works very well.
I'd also give it bonus points for the contemporary setting. high fantasy is nice, but something different is welcome.