- "Henshin-a-go-go, baby!"
- —Joe transforming into Viewtiful Joe
The premise of the first game has movie buff Joe becoming superhero after his girlfriend Silvia is kidnapped and the retired movie superhero Captain Blue gave the former superhero powers to relive his past in Movieland. In the end Silvia became Joe's superhero partner. A running gag is that Viewtiful Joe in various cameos post-Viewtiful Joe 2 expresses interest and hope for a sequel.
Viewtiful Joe appeared alongside Mega Man content in Tatsunoko vs. Capcom: Ultimate All-Stars, Marvel vs. Capcom 3 and Worlds Unite. Also, when Viewtiful Joe: Red Hot Rumble was released for PlayStation Portable, a DLC stage with the game's logo was released for Bomb Man in Mega Man Powered Up.
When Sigma sends several Mavericks to different worlds, Volt Kraken and Sting Chameleon attempt to set an Unity Engine in the world of Viewtiful Joe. Axl and Sticks the Badger (the latter having somehow fallen through another Genesis Portal) proceed to fight them. Joe and Silvia witness the spectacle and think Sting Chameleon and Volt Kraken are Cameo Leon and Dr. Cranken from Movieland and ponder why they're present. Upon Sticks gaining their attention, however, they transform and take them out. They then agree to help them deal with Sigma.
- Viewtiful Joe - The red-clad superhero persona of Joe, a movie aficionado who is a big fan of Captain Blue. One day, while watching a Captain Blue movie with his girfriend Silvia, the villain from the movie kidnapped Silvia and Joe ended up in the movie, where the aged Captain Blue gives him a V-Watch to transform into a superhero to save both Silvia and Movieland. Joe can only transform in Movieland, but he can also transform in the real world if a V-Cam is used. In Worlds Unite only an audience is needed to transform in the real world.
- Sexy Silvia - The superhero persona of Silvia, Joe's girlfriend. Silvia was kidnapped in the first game and later became a superhero like Joe.