"Ichigo 100%" centers on Manaka Junpei, a high school student with aspirations of becoming a filmmaker. His life takes a dramatic turn when he encounters a mysterious girl falling from a staircase, her strawberry-patterned underwear briefly exposed. This fleeting moment sparks Junpei's obsession with finding the girl, whom he believes to be his ideal romantic partner. The story unfolds as Junpei navigates his relationships with several female classmates, each representing different facets of his personal and romantic struggles.

The primary female characters include Nishino Tsukasa, a quiet and reserved girl who is revealed to be the owner of the strawberry-patterned underwear; Toujou Aya, a talented and popular classmate who harbors feelings for Junpei; and Kitoo Oukusa, a confident and ambitious girl who also develops an interest in him. As Junpei interacts with these characters, he becomes entangled in a web of romantic tension, misunderstandings, and personal growth. His passion for filmmaking serves as a recurring motif, often intertwining with his romantic pursuits and providing a lens through which he explores his emotions and ambitions.

The narrative explores themes of youthful infatuation, self-discovery, and the complexities of relationships. Junpei's journey is marked by his attempts to balance his artistic aspirations with his romantic entanglements, often leading to moments of introspection and conflict. The series delves into the dynamics of unrequited love, rivalry, and the challenges of communication, as the characters grapple with their feelings and aspirations.

"Ichigo 100%" is structured around episodic arcs that focus on Junpei's evolving relationships with the central female characters, each arc contributing to his growth as an individual and as a filmmaker. The story culminates in a resolution that reflects Junpei's maturation and the resolution of his romantic dilemmas, offering a conclusion that ties together the emotional and thematic threads of the series. The interplay between Junpei's personal ambitions and his romantic experiences forms the core of the narrative, creating a story that is both introspective and engaging.