From unemployed office worker to King of the Knock-offs - a rags to illicit riches story. Follow Sungjun, an ordinary office worker whose bright future gets snatched out from underneath him in the wake of the '97 Asian Financial Crisis.

With barely enough money to catch the bus, Sungjun desperately accepts his Dad's offer to sell knock-offs at the local market. Just as he starts to find his feet, Sungjun discovers the items he's been selling belong to a huge player called Nuri. Using his sharp wit, Sungjun manages to avoid death, earn Nuri's trust and by 2002 becomes the second most powerful person in the Saemmul Market. But when Sungjun's first love unexpectedly shows up after years apart, a new crisis begins to unfold.