In the late 19th century, escaping from feudal society, everyone starts dreaming big. Tens of stores are newly open in Namdaemun and Dongdaemun. And Bong Sam, the son of a collapsed peddler, starts from rock bottom and does everything he can to reach the top of society. The drama depicts his journey of becoming one of the wealthiest merchants in Joseon from a puller-in at a marketplace. Just like the modern days, capitalism and a free market economy prevailed at the time. Bong Sam shows how to seek a chance to earn money and maximize profits and how wicked and greedy monopolies are crushed by him.