Set in an alternate version of Korea ruled by a constitutional monarchy in the 21st century. The story follows Chaebol heiress Seong Hui Ju, who is frustrated by her 'commoner' status despite having everything, and melancholic Grand Prince Yi An, whose royal blood is his only identity and who has nothing despite being the son of the king.

Seong Hui Ju, the second daughter of Korea’s wealthiest conglomerate, is blessed with striking beauty, brains, and a fierce competitive streak, yet she is limited by her status as a 'commoner'. She then chooses to enter a contract marriage with Grand Prince Yi An to gain the one thing she lacks — royal status. Meeting Yi An, a man who shares a similar predicament to hers but has made different life choices, marks a turning point in her life.

Grand Prince is a title granted to another son of the king born to the queen consort in the Joseon Dynasty, signifying his royal lineage while placing him outside the direct line of succession to the throne. Prince Yi An, despite his royal blood, is unable to truly own anything and leads a life of sorrow. As the second son of the royal family, he has been forced to suppress his passionate desires and live in silence, but he is still regarded as the "most beloved royal" by the people due to his innate dignity and charm. Accustomed to hiding his true self, his life begins to change as he meets Seong Hui Ju, who resembles him in some ways but has made different choices, through their contract marriage.