The series tells the story of a young woman's "journey" to Cheongdam-dong ― one of the wealthiest areas in Gangnam ― by seducing a second-generation chaebol into marriage.

[2] Han Se-kyung (Moon Geun-young) believed in l'effort est ma force, meaning "hard work is my strength."

Se-kyung's boyfriend of six years (Namkoong Min), who has to pay his sick mother's medical bills, runs away with her savings.

After much struggling, Se-kyung finally lands a job as a designer at GN Fashion, an apparel company in ritzy, image-conscious Cheongdam-dong (a small, insular, and particularly posh neighborhood in Seoul's Gangnam District).

She is stunned to find out, however, that her actual job is being a personal assistant to the president's wife ― who turns out to be her high school classmate and rival Seo Yoon-joo (So Yi-hyun).

Her "official" boss In-hwa (Kim Yoo-ri) is the president's younger sister, at 29 only two years older than Se-kyung, who became the youngest person to be appointed to her position.

Seeing how Yoon-joo's life has changed compared to her own, Se-kyung decides to do exactly the same thing — marry a rich man.

She enlists Yoon-joo's help and embarks on the project to become a "Cheongdam-dong daughter in-law," a term referring to stylish young married women of the upper crust living in that wealthy neighborhood.

Her bitter disillusionment leads her to seduce Jean Thierry Cha (Park Si-hoo), the youngest CEO in the luxury-brand industry.

And despite his line of business, he feels a strong hatred towards women who marry for money and are obsessed with designer labels.

Seung-jo falls for the genuine, idealistic Se-kyung, but not knowing this, she gives up on being the person she wants to be, and decides to live like those she once despised.

The title is a word play on Alice in Wonderland, referring to the heroine's fish-out-of-water status in said neighborhood, as she navigates the strange new world of designer clothes, gossip and consumerism, and learns the meaning of real love and happiness.

After three years, surprisingly, she is offered a job as a temporary worker at a clothes designing company called GN Fashion.

Cha seung-jo sees a full car of luxury brands and therefore insults HanSe-kyung as a “material girl”.

He takes out a picture of his ex-girlfriend, Seo Yoon-joo, remembering the time in France where he gives up his wealth and family in order to marry her secretly, but she breaks up with him instead because he isn't wealthy anymore.

Seo Yoon-joo, aware of the collaboration, asks his husband, Shin Min-hyuk, if she can be in charge of setting up the dinner between Jan Thierry Cha and him.

Returning to her company, she finds shockingly that the head lady is Seo Yoon-joo, who is her high school rival.

Han Se-kyung's best friend, Choi Ah-jung, helps her to find out the life of Seo Yoon-joo in order to know how to become a “Cheongdam -dong daughter-in-law”.

Han Se-kyung guessed from this information and the words of Shin Min-hyuk, who is the president of GN Fashion, that she is accepted specially by Seo Yoon-joo.

Seo Yoon-joo tells Han Se-kyung that in order to go into Cheongdam –dong, she must find herself a “time rabbit” (a person who can introduce her into the upper class circle of Cheongdam-dong).

After knowing the whole matter, he goes back to the ball, and pours a cup of soy sauce onto Tommy Hong to revenge for Han Se-kyung.

Seo Yoon-joo goes to see Tommy Hong; she learns that the person who he is trying to pair up with her husband's sister, Shin In-hwa, is actually Cha Seung-jo.

Han Se-kyung got suspicious of Cha Seung-jo when Choi Ah-jung tells her that there is no one called Secretary Jin at all in Artemis.

Under this moment of pressure, Cha Seung-jo makes a lame excuse that he is actually the President's personal “shadow ninja”.

Han Se kyung learns that her parents want her sister to quit school for a while and help out their shop.

Tommy Hong reassures Shin In-hwa it is no big deal when she says she hears that Cha Seung-jo has a girlfriend.

Choi Ah-jung tells Han Se-kyung that Cha Seung-jo, the Secretary Jin that she knows him as, is actually the president of Artemis.

Seeing this, Cha Seung-jo starts to cry because he is so moved, but not realizing the fact that Han Se-kyung has written that letter with a purpose.

[17] The writers wanted to portray the splendor and vanity of the so-called "Beverly Hills of Seoul" realistically, saying, "We will question the terms of endearment through the youths living the life of dreams.

[18] According to AGB Nielsen Media Research, the first two episodes received a nationwide viewership rating of 8.6 percent, both of which were behind its rival May Queen on MBC, while KBS's Dream of the Emperor did not air due to actors exiting because of injuries.