"Ichigo 100%" centers on Junpei Manaka, 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 leaving a lasting impression on him. This girl, later revealed to be Aya Toujou, becomes the object of Junpei's affection and admiration. However, Junpei's romantic life becomes complicated when he discovers that his classmate, Tsukasa Nishino, is also the girl he saw that day, leading to confusion and emotional conflict.

The series explores Junpei's relationships with these two girls, as well as with other female characters, including Satsuki Kitaoji, a talented and driven upperclassman, and Yui Minamito, a childhood friend. Each character represents different facets of Junpei's life and aspirations, with Aya symbolizing his artistic muse, Tsukasa embodying his everyday struggles, Satsuki representing ambition and mentorship, and Yui reflecting his past and emotional grounding.

As Junpei navigates his feelings and ambitions, the story delves into themes of love, self-discovery, and the pursuit of dreams. The narrative is driven by Junpei's interactions with the girls, his growth as a filmmaker, and the challenges he faces in balancing his personal and professional aspirations. The series portrays the complexities of teenage relationships, the impact of choices, and the journey toward understanding one's true desires.

"Ichigo 100%" is characterized by its blend of romantic comedy and coming-of-age elements, with a focus on the emotional and psychological development of its characters. The story unfolds through a series of misunderstandings, heartfelt moments, and pivotal decisions, creating a dynamic and engaging narrative that captures the essence of adolescence and the pursuit of passion.