Gula acts as a deputy for the Selfish Kingdom's forces, entering the series later with Leva as reinforcements after earlier generals fail to protect Regina or overcome the Pretty Cure. His appearance showcases grey spiky hair, sharp shark-like teeth, and a striking outfit pairing a purple shirt with a green jacket decorated by red designs. Brutal and consumption-obsessed, Gula habitually attempts to devour opponents or objects mid-battle. He frequently conflicts with fellow general Ira but operates effectively alongside his designated partner Leva. Their teamwork involves co-summoning Jikochuu—monsters born from human selfishness—and merging into a combined entity during combat engagements.

Gula's abilities focus on manipulating selfish emotions to generate Jikochuu and employing his teeth as weapons, demonstrating exceptional biting force that shatters Cure Rosetta's Rosetta Reflection shield and damages the team's Magical Lovely Pad. Early confrontations highlight his combat effectiveness, as he and Leva overwhelm the Cures into temporary retreats. His narrative arc peaks with a scheme to corrupt Oogai City using a Selfish Tree that produces sleep-inducing black balls. Though initially successful in defeating the Cures and destroying their primary weapon, the plan collapses when the team regains hope and unlocks new abilities. Following this defeat, Bel executes Gula and Leva to absorb their residual energy. The character's name stems from "Gula," Latin for gluttony, aligning him with the antagonists' Seven Deadly Sins theme.