Gura serves as a deputy general under King Mercenare within the Selfish Kingdom's forces. He is a hulking, muscular figure distinguished by sharp, shark-like teeth and grey spiky hair, typically clad in a green jacket featuring red designs over a purple shirt. His personality revolves around gluttony; he finds immense pleasure in consuming anything he encounters, often biting through objects. This trait defines his combat style, enabling him to physically bite through and shatter formidable defensive barriers, including Cure Rosetta's Rosetta Reflection shield.

King Mercenare deploys Gura and Leva as late reinforcements after deeming the initial generals ineffective. Gura frequently clashes with fellow general Ira but maintains a functional partnership with Leva. Together, they create Jikochuu monsters by amplifying human selfish emotions. Their collaborative tactics involve jointly summoning Jikochuu and even merging into a single, more powerful entity during battles against the Cures.

Like other Selfish generals, Gura manifests Jikochuu from corrupted human hearts. However, his signature ability remains his destructive bite, capable of breaking virtually any physical or energy-based defense. In a significant confrontation, he and Leva create a massive selfish tree that generates sleep-inducing black balls to corrupt entire populations, simultaneously overpowering the Cures and shattering their Magical Lovely Pad weapon.

Gura's story concludes after the destruction of the selfish tree by the Cures' renewed power leaves him and Leva weakened. Bel, another general resentful of their failures, kills Gura to harvest his remaining energy. Bel absorbs their power, resulting in Gura's dissolution. The character's name derives from the Latin word "gula," meaning gluttony, aligning him with one of the seven deadly sins.