Macu spends his time looking for kind and giving people who he rewards in some small way. He does this by disguising himself as a needy person, maybe an injured traveler on the road, or a beggar in a town. The first person that responds kindly to him will receive some assistance in the endeavors, they will find out about the assistance when Macu has finished helping them. If a party member is simply indifferent to Macu then Macu will give the party another chance, in a different situation, if the party is still indifferent then he will leave them alone without interfering with them anymore. If the party is cruel or evil in anyway to Macu then he will punish them is some suitable way that matches their evilness. He will even show himself to them so that they will recognize him and the fact that they were evil/cruel to him.
The Petty Kingdoms is a region consisting of hundreds of small states. Some are kingdoms, some are city states, some are large farming communities, some are duchesses and baronies and so on and so forth. Within a few miles the PCs might reach a new "country" with completely different rules and norms than the one they left behind. "What do you eat here? Humans ye say? Lets turn around fellas."