The new series builds on the Pretty Series' conceptual motifs of song, dance, and fashion, while also introducing the theme of magic. Matsuri Hibino, a first-year middle school student, adores festivals and dreams of starring in "PriMagi," a stage entertainment style that blends magic with song, dance, and fashion. Her opportunity arrives when Myamu, a hyper-spirited and trouble-making magician from the magical realm, comes to scout Matsuri for PriMagi. Together, the pair compete against rivals to reach the top of PriMagi.