Set in the 21st century, with South Korea governed by a constitutional monarchy. Seong Hui-Ju (IU) is the second daughter of the top chaebol family in the country. She has almost everything, including a beautiful appearance and intelligence. She is also fiercely competitive. Seong Hui-Ju doesn't care that she is not part of the royal family, but her commoner status starts to become an obstacle in her life. This leads her to get involved with Prince I-An (Byeon Woo-Seok), who is the second son of the King. Prince I-An is destined to have nothing, but his royal status. He always hides him from people, but, after he meets Seong Hui-Ju, he begins to change.