Jang Yoon-ha is the youngest daughter of a chaebol family who hides her true identity and works as a part-time food market clerk, desperately searching for a man who will love her for who she is rather than her wealth. Choi Joon-gi is an ambitious, highly intelligent man from a poor background who views wealth as the ultimate ladder to climb and will use anyone to achieve success. Their paths cross amidst corporate power struggles, hidden identities, and familial pressure. Meanwhile, Yoon-ha's best friend Lee Ji-yi is a bright, down-to-earth working-class girl who catches the eye of Yoo Chang-soo, the wealthy heir to a retail conglomerate. As Chang-soo tries to break through Ji-yi's staunch boundaries regarding social class, both couples must navigate the complex realities of modern South Korean society, where love and money are constantly at war.