Dong Seok, the successor to Hyunsung Group, gets in a car accident requiring him to get a heart transplant. In a desperate attempt to save his son's life, Chairman Kang looks for a donor when he comes across Ji Hyeok, a young man who is a perfect match for Dong Seok. While Ji Hyeok is working, he is suddenly attacked from behind, leaving him brain-dead and ready to have his heart harvested. However, things go awry when Ji Hyeok suddenly wakes up on the operating table.
When Ji Hyeok regains full consciousness, he is approached by Chairman Kang, who fools Ji Hyeok into thinking he is a long-lost son. Ji Hyeok then meets Mi Ra, a Hyunsung Group employee whose primary duty is assisting the Kang family. She even follows Ji Hyeok to the traditional market, where he has spent most of his adult life. However, when Ji Hyeok visits the orphanage where he grew up, he is given a note left by his birth mother, which raises suspicions regarding the truth of his origins.
Ji Hyeok attends his first meeting as president of Hyunsung Retail, but when his lack of education and knowledge becomes apparent, his employees get frustrated and make things more difficult for him. Later, Ji Hyeok runs into his new sister, Jin A, on the street and saves her from some thugs. Meanwhile, Mi Ra is dispatched to one of Hyunsung's distribution centers to negotiate with the labor union because of an accident that led to a temporary worker's death.
The labor union is touched when Ji Hyeok prepares a proper funeral for the deceased temporary worker. This leads to the union returning to work and preventing Hyunsung Retail from going under. His actions make people question whether his ignorant behavior is just an act, especially when he pursues a company that has already rejected a deal with Hyunsung in the past. He shows dogged determination again when he persuades the market people to agree with him about a new supermarket.
Dong Seok returns from overseas after his successful heart transplant surgery and expects to take over his role as president. When he discovers Ji Hyeok has taken that position, Chairman Kang quickly explains that they need someone to take the fall for the corruption crimes Dong Seok had committed at Hyunsung Retail in the past. Dong Seok announces he will take care of Ji Hyeok himself through a series of tricks. Meanwhile, Ji Hyeok fails to secure a contract needed for the company.
When Dong Seok proposes to Mi Ra, she finds herself asking him to wait for an answer because of Dong Seok's devious ways and her mixed feelings toward Ji Hyeok. Ji Hyeok is convinced that his company lost a clothing contract to a rival because of bribery. Meanwhile, Dong Seok and Chairman Kang try their best to make Hyunsung Retail go bankrupt in order to get rid of Ji Hyeok. However, Ji Hyeok manages to save the day regarding the clothing contract, thanks to Mi Ra's sister, Hye Ra.
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