Gugure! Kokkuri-san is an oddball comedy focused on Kohina Ichimatsu, a self-proclaimed doll. Her mundane existence is turned upside down when she summons a fox ghost known as Kokkuri-san. But, contrary to common perception, he is no longer the omniscient, answer-giving spirit of folklore. He is weak in modern culture due to the lack of believers. When Kokkuri-san meets the strange girl who summoned him, he is astounded to learn that Kohina not only lives alone, but survives on only one cup of ramen! Concerned about the little girl, he takes it upon himself to see that Kohina has sufficient nutrition and leads a nice life. Thus begins Kokkuri-less-than-hopeful san's aspirations, as well as their odd existence together.