Set against the backdrop of a broadcasting station and a traditional hospital, 'Bubblegum' follows the lives of four individuals whose paths intertwine. Park Ri-hwan is an oriental medicine doctor who runs his own clinic and puts the needs of others before his own, especially his mother and his lifelong best friend, Kim Ha-haeng. Kim Ha-haeng works as a radio producer who hides her painful family history behind a bright and cheerful exterior. As they navigate their professional and personal lives, hidden feelings begin to surface, challenging the boundaries of their long-term platonic friendship. The series explores the complexities of modern relationships, grief, and unconditional love. Alongside Ri-hwan and Ha-haeng, the narrative dives into the lives of Kang Seok-joon, a perfectionist broadcasting station director who still carries regrets from his past relationship with Ha-haeng, and Hong Yi-seul, a wealthy dentist who struggles with self-worth and familial pressure. Together, the characters confront their inner demons, societal expectations, and the bittersweet nature of true intimacy.