"Reills. E'en the name makes me shudder. That there is unholy ground, cursed by most gods. Not even the demons and devils and the incarnations o' evil dare step foot there. Reills. You know me, I think money likes it in my pocket instead of wherever else it is. But, and I've heard rumors that say this, if theirs treasure on that ground, it ain't going in my pocket on pain o' death."
-Old Gerald, man in the pub.
How about a dragon how cheerfully rules over a kingdom; his people all know him for what he is, and dragons are looked upon as wise and benevolent creatures. Dragonslayers from other kingdoms coming to free it from 'tyranny' are likely to get beaten to death by peasants with cast iron skillets.