It is based on the same-titled book published in 2003 that chronicles the real-life success story of how a young man named Lee Young-seok turned a small 350-square-feet vegetable store in 1998 into a nationwide franchise with 33 branches.

[1][2][3] Han Tae-yang (Ji Chang-wook) is a hardworking, talented young man who will do anything to make his tiny vegetable stand a success.

He hires a couple of "lost boys" who become his employees and friends: Nam Yoo-bong (Lee Kwang-soo), a successful yet lonely farmer with zero love life; Lee Chan-sol (Shin Won-ho), an idol trainee whose talent agency throws him out after nine years due to a hushed scandal, so he ends up working in a host club; Yoon Ho-jae (Song Ji-hyuk), a certifiable genius with a lack of social skills that makes him unhireable to big companies; and Jung Ki-young (Noh Sung-ha), a homeless man who doesn't talk much.

Tae-yang also falls in love with Mok Ga-on (Wang Ji-hye), but she is hiding a huge secret.

Ga-on also has feelings for Tae-yang, but she is torn between him and a wealthy heir, Lee Seul-woo (Kim Young-kwang).