From the introduction:
Yes, indeed, it is called Lothric,
Where the transitory lands of the Lords of Cinder converge.
In venturing north, pilgrims discover the truth of the old words.
The fire fades and the lords go without thrones.
When the link of fire is threatened, the bell tolls,
Unearthing the old Lords of Cinder from their graves:
Aldrich Saint of the Deep
Farron’s Undead Legion, The Abyss Watchers
and the reclusive lord of the profaned capital,
Yhorm The Giant
Only in truth the lords will abandon their thrones
and the Unkindled will rise
Nameless accursed undead,
Unfit even to be cinder.
And so it is,
That ash seeketh embers.