Sakata Gintoki (坂田 銀時, Sakata Gintoki) is the founder and president of the Yorozuya Gin-Chan, as well as a highly skilled samurai, having fought in the Joui War in the past. During the war, he became known as the White Demon (白悪魔, Shiroyasha) due to his powerful swordplay and demonic white appearance. Now, he is in an era where the samurai are no longer needed. To add to his troubles, oppressive aliens have moved in to invade. Gintoki lives with Kagura and Shinpachi, taking on odd jobs to make the world a better place... and to pay their rent.

Gintoki has naturally permed silver hair, which he blames for his lacking love-life. He has a big crush on the TV's news weather girl, Ketsuno. In fact, to date, the only time he is seen to have blushed is when he tries to make use of Sadaharu and Ketsuno's dog to get a chance to talk to her. Though several female characters have shown an interest in Gintoki, he usually does not show any response back and merely puts up with them as annoyances.

Despite being a fearsome fighter with nearly unmatched skills, he avoids needless bloodshed after suffering the loss of most of his friends and allies during the Joui war.