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It is about a chaebol heir named Goo Won who cannot stand fake smiles. He meets Cheon Sa Rang who is always equipped with a bright smile even when she does not want to due to the nature of her profession, and together, the two set out to find happy days in which they can sincerely smile brightly together. King the Land refers to a VVIP business lounge, which is a place of dreams for hoteliers.

Barbieri and three other hoteliers will stay for one day and one night in various hotels in the same area, evaluating them on location, services, room and price. The winner will be awarded a prize of € 5,000 to invest in their business.