Gugure! Kokkuri-san follows the extremely unique story of Kohina Ichimatsu, a self-proclaimed doll whose existence is anything but exciting. However, everything changes when she calls forth a fox spirit named Kokkuri-san. Unfortunately, Kokkuri-san is not the all-knowing, wish-granting creature he was once believed to be. With a lack of believers in the modern era, he has become powerless. After meeting Kohina, Kokkuri-san is taken aback by her strange circumstances, living alone and surviving solely on instant ramen. It is here that he decides to take action and help Kohina live a decent life with proper food. The two embark on a series of bizarre and often hopeless endeavors, all while navigating their peculiar life together.