Yui Morikawa

Yui Morikawa is a stylish and energetic girl who is in the same class as Misha Takanashi. She is passionate about fashion, loves reading magazines for elementary school girls, and dreams of appearing in one someday. Although she enjoys sharing her daily outfits on social media, Yui often feels jealous of Misha, who seems to catch everyone’s attention without trying. Yui quickly challenges Misha to style battles, hoping to outshine her, but her plans are usually rushed and not well thought out. Despite being bubbly and easy to cheer up, Yui works very hard on her goals. She respects Tsubame Kamoi as her “style master” after Tsubame helps her improve her fashion sense. Yui is also sporty and tends to get into funny accidents, such as being bitten by animals at school. She has a younger sister, Yuina, and remains friendly with Misha and other classmates even after graduation.

Yui Morikawa has a typical gal style with a focus on trendy and cute (oshakawa) outfits.

She often posts pictures of her stylish looks on social media.

Yui tries to accessorize a lot, believing this will make her even more fashionable.

Yui is full of energy and tends to act before thinking things through.

She often challenges Misha Takanashi with “style battles” on impulse, which makes her seem troublesome to Misha.

Yui has a strong sense of jealousy, especially when it comes to attention or compliments about cuteness or fashion.

She can be emotional and overthinks things, but she can also snap out of a bad mood quickly if someone lifts her spirits.

Yui regularly uses the sentence ending “ssho!” which becomes her catchphrase.

While she might come off a little silly, her friends note that she is actually very hardworking.

Yui is honest, and when she or her family make mistakes, she sincerely apologizes.

Yui Morikawa is a classmate and frequent rival to Misha Takanashi.

She has a younger sister named Yuina and lives with her mother and sister.

Her admiration for Tsubame Kamoi started after Tsubame improved her outfit for a magazine chance, which led her to think of Tsubame as her "style master."

Yui’s dream is to one day have her own fashion brand.

Because of this goal, she studies math seriously, knowing she will need these skills for designing and running her own business.

Yui is talented in fashion and sewing.

She can make her own accessories and even creates matching scrunchies with her sister using leftover fabric from Tsubame Kamoi.

Yui is also good at sports and gets excited for school athletic events.

Although she rarely plays video games, she is a natural and once beat Misha in a game on her first try, saying, “I can just do these things somehow.”

Yui is rivals and friends with Misha Takanashi.

She has good relationships with Mimika Washizaki, Hiyoko Torinai, and other classmates.

When Misha’s stepsister Alvina visited Japan, Yui joined a party with the group.

Yui admires Tsubame Kamoi, calling her “master” in fashion, and keeps learning from her.

With her sister Yuina, Yui shares a close bond and often apologizes when they cause trouble.

After graduating from elementary school, Yui keeps in touch with Misha, Mimika, and Hiyoko.

She wins a contest to be called by her first name by her friends, changing from “Morikawa-san” to “Yui.”

After high school, she moves to Tokyo to attend a fashion college and shares a house with friends.

Yui enjoys reading the magazine “JS!” for elementary school girls.

She dreams of being interviewed in a fashion magazine and works hard to be noticed by magazine scouts.

Yui’s sense of style was once changed for the better by Tsubame Kamoi, who taught her that fashion is more about balance than piling on accessories.

On social media, she posts her outfits and even gets involved with a follower called “Low-Angle Uncle.”

After learning, with Tsubame’s help, that “low angle” means taking inappropriate photos, she feels disgusted and blocks the follower, who is later arrested.

Yui is frequently bitten by raccoon dogs on the school playground for unknown reasons.

Rivalry with Misha Takanashi

Yui Morikawa feels jealous because people say Misha Takanashi is cuter than her.

She starts challenging Misha to fashion contests, but does so impulsively and without much planning.

These competitions make Misha see Yui as a somewhat troublesome friend.

Learning from Tsubame Kamoi

After losing a style contest to Misha, Yui gets advice from Tsubame Kamoi, who fixes her outfit.

Tsubame shows Yui that good style is about keeping things balanced and drawing attention to one part, not just using lots of accessories.

Thanks to Tsubame, Yui gets spotted and interviewed by a real magazine reporter.

This makes Yui look up to Tsubame as her “style master,” exciting and strengthening their bond.

Yui uses “Nyansta,” a popular app, to upload her outfit photos.

One follower, called “Low-Angle Uncle,” keeps asking Yui for low-angle photos.

She doesn’t know what that means at first, but after asking or searching (or being told by Tsubame in the anime), she finds out it’s about taking inappropriate photos under skirts.

She blocks this person immediately and soon after, sees the news that this man has been arrested.

Continuous Friendship

Even after elementary school, Yui keeps in touch with old friends like Misha, Mimika Washizaki, and Hiyoko Torinai.

As she grows up, finishes high school, and enters a fashion college in Tokyo, she continues to follow her passion for fashion, even sharing a house with friends to support her dreams.

Yui’s story is filled with fun rivalries, learning about fashion, and chasing her big dreams with energy.

Yui is quick to take action and can be either a little reckless or sweet.

She is determined to work hard and values real friendship and honest effort.

Her story shows how following your dreams and learning from mistakes is important.