Han Se Kyung is an aspiring fashion designer but couldn’t afford to study overseas. Despite being poor, she has won many local design contests and managed to master French on her own.
Her situation spirals downwards when her father’s small bakery closes down due to larger retailers stealing his customers. To top it off, Se Kyung’s boyfriend of six years runs away with her savings to pay for his sick mother’s medical bills,
Se Kyung finally lands a job as a designer at GN Fashion in Cheongdamdong which is situated in the affluent Gangnam district. It turns out that she was hired to be the personal assistant to the president’s wife ― who turns out to be her high school classmate and rival Seo Yoon Joo.
Due to being looked down upon and seeing how much Yoon Joo’s life has changed since becoming a rich wife, Se Kyung’s life philosophy rooted in hard work and consistent effort changes. She decides to only pursue rich men for money, effectively becoming a ‘gold-digger’.
Cha Seung Jo is the youngest CEO in the luxury-brand industry. He feels a strong hatred towards women who marry for money and are obsessed with designer labels. Ironically, he falls for the genuine, idealistic Se Kyung, not knowing she has given up being the person she wanted to be, and has decided to live like those she once despised.
The title is a play of words on ‘Alice in Wonderland’, referring to the heroine being ‘lost’ in Cheongdamdong (instead of Wonderland), an affluent neighbourhood that is full of back-stabbing, money-grabbing and greedy people, characteristics that Se Kyung are not used to and thus, portraying the place as a new and weird ‘world’.
Han Se Kyung (Moon Geun Young)
Cha Seung Jo (Park Shi Hoo)
Tommy Hong (Kim Ji Suk)
Seo Yoon Joo (So Yi Hyun)