Set in a village right after the Korean War, poor but good-hearted Heo Sam-gwan sets out to win the most beautiful girl in the village, Heo Ok-ran, by selling his blood to earn money. Years later, the two are happily married with three children, but their family undergoes a crisis when Sam-gwan's eldest son doesn't resemble him and rumors spread about the boy's paternity.

When the South Korean Empire's emperor gets sick, the government tries to seek the princess for the crown prince, Lee Shin. Although Shin is already in love with a ballerina, Min Hyorin, Shin has to get married to an ordinary girl, Shin Chaegyeong.

Han Kyul gives his family's café a new spin, hiring only good-looking men to work there — plus an androgynous-looking girl he mistakes for a man.

Of the high-rolling top 'hot celebrities' of the wealthy upper class in Korea's high society, Kang Hye Na is the one desired by the men, feared and hated by the women. Being the only successor to the largest conglomerate company, Kang San Group, Kang Hye Na has both the looks and the background. She is the owner of the 'Lady Castle' and lives a 'princess-like' life with her servants.