A life of privilege can be a lonely one. Kang Ji Sung is the only chaebol heir to his grandmother's conglomerate after his parents died in a tragic accident when he was a child. Raised by his overprotective grandmother, he lived as "Louie" in France, sheltered from life with no real friends. Louie tries to fill his emotional void by traveling all over the world and spending money without any care as to what he is buying. When Louie returns to Korea to the bustling city of Seoul, he gets into an accident and loses his memory, leaving him with no knowledge of who he is or where he lives! But Louie meets Go Bok Sil, a sweet young woman who came to the city from a rural town to try to make something of herself, and she takes him into her home. Cha Joong Won, a department director for Louie's grandmother, sees the young heir as a threat to his career while also falling for Bok Sil. Can Bok Sil help Louie return to his rightful place in life?