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The shop owner is the keeper of the Item Shop in the game Wario Land 4. Their purpose is to sell Wario items which can be purchased using medals. These items can be used to assist Wario in defeating bosses by inflicting damage before the battle begins. The shop owner resembles Mr. Game & Watch, and has been described as a "strange little dude". Their true identity is Princess Shokora, who takes the form of a black cat due to a curse set on her by the Golden Diva.
When an item is purchased, the shop owner will follow Wario to the boss room. There, they will use the purchased item against the boss. For some items, the shop owner will even transform into various creatures to inflict damage.