Jang Yoon-ha is the youngest daughter of a chaebol family. Despite her wealth, she works part-time at a food market and hides her true identity as an heiress because all she truly wants is to find a man who'll love her for herself and not her money. Choi Joon-ki grew up in extreme poverty, and has a huge chip on his shoulder about his poor parents being belittled. Now working as a middle manager for a conglomerate, Joon-ki is smart and talented but also jaded and calculating, believing that love is a luxury only for the wealthy.