Hongrang (Lee Jae-Wook) was born into a wealthy family and he was the successor to a large merchants' association in Joseon, but he suddenly disappeared at the age of 8. His older step-sister Jae-Yi (Cho Bo-Ah) has never given up hope on finding Hongrang. His mother, Min Yeon-Ui (Uhm Ji-Won), who is arrogant and the most powerful figure in the merchants' association, has experienced difficult times since his disappearance. After 12 years, Hongrang, now a 20-year-old man, returns, but he doesn't remember anything prior to his disappearance. He also carries with him a secret. Jae-Yi suspects that Hongrang is not the real Hongrang and she becomes attracted to him.