Dong-hyun is a high school student. One day, he falls from the rooftop and bumps into Pan-soo who is a passerby. Pan-soo is a member of a criminal organization. When the two men wake up in the hospital, they discover that they have switched bodies.
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.
A national cussing battle audition is the nation's hype. People from all over the country audition in becoming the "Cussing King." However, redundant cussing auditioners cause viewership to drop dramatically. The producer decides to revive the show by introducing a regular looking grandmother...
