Fumika is a kind and playful person. She's very popular and often considered cute with a certain charm. When bewitched by yokai, she usually retains her cheerful demeanor but can come off as unintentionally cruel though she seems to never recall these incidents.She's also smart, but also worries about meeting her mother's standards. She is surprisingly brave and comfortable with heights.

In the anime, she plays the role of Keita's love interest. Keita is constantly struggling to impress her, but he shows no apparent progress. She is also possessed by Yokai very frequently, causing Keita to stand up and face them for her.

In the first two Yo-kai Watch games, it is possible to play as her, with her own Youkai Watch, in place of Keita, which instead takes on a supporting role.