"Gugure! Kokkuri-san" is a supernatural comedy manga series that blends humor, heartwarming moments, and lighthearted supernatural elements. The story centers around Kohina Ichimatsu, a young girl who lives alone and claims to be a doll, often repeating the phrase "I am a doll" as a coping mechanism for her loneliness. Her life takes an unexpected turn when she attempts to summon a spirit through a Kokkuri-san ritual, a Japanese version of a Ouija board. Instead of a minor spirit, she summons Kokkuri-san, a high-ranking fox spirit who becomes concerned about her well-being after observing her poor living habits, such as eating nothing but instant cup noodles.

Kokkuri-san, despite his initial annoyance, decides to stay and care for Kohina, taking on a paternal role. His presence attracts other spirits and supernatural beings, including Inugami, a dog spirit with a brash and competitive personality, and Shigaraki, a shy and reserved tanuki spirit. These characters form an unconventional family dynamic, with Kokkuri-san often acting as the responsible figure while Inugami and Shigaraki bring their own quirks and comedic antics. Kohina, though seemingly emotionless and detached, gradually reveals her vulnerability and longing for companionship, which the spirits inadvertently fulfill.

The series explores episodic adventures and slice-of-life moments, blending supernatural elements with everyday humor. The interactions between Kohina and the spirits highlight themes of family, belonging, and the importance of human connection. While the tone is predominantly comedic, there are occasional poignant moments that delve into the characters' backstories and emotional struggles. Kokkuri-san's overprotective nature, Inugami's rivalry with Kokkuri-san, and Shigaraki's timid yet endearing personality create a balanced mix of humor and warmth. The manga maintains a lighthearted approach, with occasional references to Japanese folklore and cultural practices, adding depth to its supernatural premise.