"Inari, Konkon, Koi Iroha" centers on Inari Fushimi, a shy and clumsy middle school girl who harbors a secret crush on her classmate, Tanbabashi. One day, after saving a fox pup from drowning, Inari encounters Uka-no-Mitama-no-Kami, a powerful deity who resides at the local shrine. Grateful for Inari's act of kindness, Uka grants her the ability to transform into other people by saying the phrase "Inari, Konkon." However, this gift comes with unintended consequences, as Inari struggles to control her newfound powers and often finds herself in awkward or chaotic situations.

As Inari navigates her daily life, she becomes more involved with the spiritual world, interacting with various gods, spirits, and mythical beings tied to the shrine. Her best friend, Sumizome, and her older brother, Keiko, provide support, though they are often drawn into the supernatural occurrences surrounding Inari. Uka, who initially appears aloof and mysterious, gradually reveals a more vulnerable side, forming a close bond with Inari. The series explores themes of self-discovery, friendship, and the delicate balance between the human and divine realms.

The narrative delves into Inari's personal growth as she learns to embrace her imperfections and confront her insecurities. Her interactions with Uka and other deities highlight the complexities of divine intervention in human lives, as well as the emotional struggles faced by gods who are bound by their duties. The story also touches on the challenges of unrequited love, as Inari's feelings for Tanbabashi remain unspoken, and her attempts to get closer to him often lead to humorous or poignant moments.

Throughout the series, the relationship between Inari and Uka evolves, with Uka serving as both a mentor and a friend. The dynamic between the human and divine worlds is a recurring theme, as Inari's actions inadvertently affect the balance of power among the gods. The series balances lighthearted, comedic moments with deeper emotional undertones, creating a narrative that is both engaging and heartfelt. By the end, Inari's journey reflects her growing confidence and understanding of her place in the world, as well as the enduring connections she forms with those around her.