"Urara Meirocho" is set in the fictional town of Meirocho, a place renowned for its fortune-telling district. The narrative centers on Chiya, a spirited and naive girl raised in the mountains, who arrives in Meirocho with the goal of becoming a top-ranked fortune-teller, or "urara." She joins the prestigious Labyrinth Town Divination Agency, where she meets three other aspiring diviners: Kon Tatsumi, a reserved and serious girl from a respected family of fortune-tellers; Koume Yukimi, a shy and gentle girl with a talent for tarot reading; and Nono Natsume, a cheerful and energetic girl who specializes in dowsing. Together, they navigate the challenges of their training, striving to improve their skills and climb the ranks of the urara hierarchy.

The series explores the daily lives and interactions of these four girls as they undergo various tests and assignments to prove their abilities. Each episode typically features a self-contained story, often involving the girls using their unique divination techniques to solve problems or help others in the town. Chiya's lack of formal training and her unconventional methods frequently lead to humorous and heartwarming situations, while Kon's disciplined approach and Koume's intuitive insights provide a balance to the group dynamics. Nono's enthusiasm and determination add a layer of optimism and drive to their collective efforts.

As the story progresses, the girls face increasingly difficult challenges, including rivalries with other aspiring urara and the pressures of meeting the expectations set by their mentors and families. The series also delves into the personal backgrounds and motivations of each character, revealing their individual struggles and aspirations. Chiya's mysterious past and her connection to the mountains are gradually uncovered, adding depth to her character and the overall narrative.

The setting of Meirocho, with its vibrant and whimsical atmosphere, plays a significant role in the story. The town is depicted as a place where tradition and modernity coexist, with its bustling streets, quaint shops, and the ever-present influence of divination. The series incorporates elements of Japanese folklore and traditional divination practices, blending them with a lighthearted and comedic tone.

Throughout the series, the bond between the four girls strengthens as they support each other through their trials and triumphs. Their journey is marked by moments of growth, self-discovery, and the realization of the importance of friendship and perseverance. "Urara Meirocho" combines elements of comedy, slice-of-life, and fantasy, creating a narrative that is both entertaining and endearing, with a focus on the themes of ambition, camaraderie, and the pursuit of one's dreams.