"Chūko Video-Ya no Onna Tenin X" centers around a small, struggling video rental store and its enigmatic female clerk, who becomes the focal point of a series of mysterious and often supernatural events. The store, located in a quiet neighborhood, attracts a variety of customers, each with their own peculiarities and hidden stories. The clerk, whose name is rarely mentioned, possesses an uncanny ability to recommend the perfect video to each customer, often leading to unexpected and surreal outcomes.

The narrative unfolds episodically, with each chapter focusing on a different customer and their interaction with the clerk. These interactions frequently delve into the customers' personal lives, revealing their fears, desires, and unresolved issues. The videos they rent often serve as catalysts for change, sometimes bringing about profound transformations or confronting them with unsettling truths. The clerk's recommendations are never random; they seem to be guided by an almost otherworldly intuition, suggesting that she may have a deeper connection to the videos and the store itself.

As the series progresses, subtle hints about the clerk's own past and the nature of the store begin to surface. The store is depicted as a liminal space, existing between the mundane and the extraordinary, where the boundaries of reality and fiction blur. The clerk's calm and composed demeanor contrasts with the often chaotic and emotional experiences of the customers, adding to the enigmatic atmosphere of the series.

Supporting characters include regular patrons of the store, each with their own recurring storylines that intertwine with the main narrative. These characters range from a struggling filmmaker seeking inspiration to a high school student grappling with identity issues, and their interactions with the clerk and the videos they rent provide a rich tapestry of human experiences and emotions.

The series is marked by its exploration of themes such as the power of storytelling, the impact of media on personal lives, and the thin line between reality and imagination. The episodic structure allows for a diverse range of stories, each contributing to the overarching mystery of the store and its clerk. The narrative maintains a balance between the mundane and the fantastical, creating a unique and compelling reading experience.