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When cartoonist Hyun-joon falls in love with Da-hong, one of his fans, it sets up the archetypal battle between their two families, who are from rival regions. Hyun-joon comes from the politically liberal Honam region (North and South Jeolla) while Da-hong comes from the conservative Yeongnam region (North and South Gyeongsang). When the two declare their intention to marry, they are confronted with a seemingly endless number of barriers that threaten their happiness.