This research aims to identify the non-observance of the maxim in the Loki series. The objectives of this research are to identify which maxims are not observed in the utterances of Loki’s characters, to reveal how the characters in Loki fail to follow the maxim, and to explain why non-observance of cooperative principles arises in Loki.

The qualitative descriptive was used for collecting and analysing the data in this research which includes non-observance of maxims that are spoken by the characters in the Loki series. The sources of data in this research were gathered from the character’s utterances in the Loki series.

The findings of this research shows that there are 32 speech events that contains descriptions of the types of non-observance maxims carried out by characters in the Loki series. The data are classified into 15 data of flouting maxims, 12 data of violating maxims, 2 data of infringing maxims, 1 data of opting out of maxims, and 2 data of suspending maxims. Moreover, when conversing with the other characters, some characters disobeyed the cooperative principles by responding with a false statement, providing too much or too little information, making an unclear and ambiguous statement, repeating the same words, stuttering when responding, referring to someone under an alias, and responding with an irrelevant response. In addition, some characters disobeyed the cooperative principles in order to conceal some secret information, to convince someone, to avoid the question, to respect the norms, and because they are nervous, confused, or unfocused, as well as owing to ethical constraints.