Juri fights purely for the thrill of the battle; unlike Ryu, who seeks meaning, her drive is much more vengeful, selfish and ruthless, as she's extremely sadistic, liking to inflict pain on her foes, and she's also extremely hot-tempered, as she can easily lose her temper when she is struck back in retaliation without warning. Juri loves combat to the point where she becomes irritated when it is denied to her like when Rashid refused to fight her seriously Juri said "he could just die" if that was the case. She displays several traits of a femme fatale, as she makes provocative and suggestive remarks toward her enemies, as well seen in her win quotes; she is also very cunning, as she is not above leaving her partners to further her own agenda. At times, she appears to be brooding and depressed, Menat claimed she felt a sense of "loneliness" from Juri implying all her wiles and cruelty is just a cover for how broken she is on the inside.
However, despite her vengeful and ruthless behavior, she still has some vague sense of honor; during her mission (in the Super Street Fighter IV OVA), she left a young boy alive despite many civilians being caught in the crossfire. Juri also appears to detest fighting children, and views Evil Ryu to be a far more abhorrent type of ruthlessness, which somewhat contradicts her opinion on other Ansatsuken users. Juri is also slightly hypocritical, she mocks the suffering of Cammy and Decapre at the hands of Bison despite having gone though similar pain in her childhood. Juri also call Vega a "pervert" despite her also taking sexual delight in hurting others