Main •
Ahn Hyo-seop as Matthew Lee / Lee Hae-seok : CEO of Gojeuneok Bio, a natural raw materials company, and a cosmetics researcher known for his technical expertise. Living under the alias Matthew Lee to distance himself from his past as Lee Hae-seok, he operates a large-scale mushroom farm in a rural village, where he is the sole producer of the "white-flowered uri mushroom". Despite his attempts to remain detached, he is an active member of the local community, where he is nicknamed "
Mechuri". His life is disrupted when he terminates a contract with the corporation L'Étoile, making him the target of a persistent Ye-jin. •
Chae Won-bin as Dam Ye-jin : A show host at Hit Homeshopping. Following a controversial debut five years prior, she maintains a work-centric lifestyle and suffers from insomnia. After losing her prime-time slot to a rival, she is tasked with securing an exclusive contract with L'Étoile. This mission leads her to Deokpung Village to negotiate with Matthew. •
Kim Bum as Seo Eric :
Executive Director of L'Étoile, a global skin care brand, and heir to the Desruets family. After years of traveling to avoid family succession conflicts, he takes a leadership role in the company. He seeks to reconnect with Ye-jin, whom he met in Korea three years ago, using a contract dispute with Gojeuneok Bio as a pretext to return to the country.
Supporting ; People around Matthew • as Kang Mu-won : The co-CEO of Gojeuneok Bio and Matthew's primary supporter. A former
PR team colleague, he used his father's capital to back Matthew's
startup. He frequently offers Matthew luxury gifts and machinery, though he consistently defers to Matthew's business decisions. ; People of Deokpung Village •
Go Doo-shim as Songhak Lady / Yang Sang-geum : The influential matriarch of Deokpung Village. She mentored Matthew when he first arrived five years ago and treats him as a surrogate son. •
Jo Bok-rae as Park Kwang-mo : The
foreman of Matthew's farm. Despite a clumsy nature that causes friction with Matthew, he manages daily operations. He has a long-standing unrequited love for Ae-ra and a preoccupation with dating reality shows. • Kim Seo-an as Na Jin-yi : The owner of Som-yi's General Store. She raised her younger sister independently and is well-integrated into the village, though she maintains a defensive attitude toward Matthew. • as Na Som-yi : Jin-yi's ten-year-old younger sister who shares a bond with Sang-geum. •
Jo Woo-ri as Moon Ae-ra : The owner of Moon Cafe. A former high-achieving student, she returned to her hometown after facing financial difficulties in Seoul. She charges higher prices to city residents and is the object of Kwang-mo's affection. • as Jeon Jeong-muk : The physician at Uri Deokpung Clinic. He is the
stoic confidant to his talkative best friend, Kwang-mo. • as Jeon Won-taek : A
veterinarian and Jeong-muk's father. He is lifelong friends with Jong-il. • as So Jong-il : A livestock farmer and Won-taek's best friend. He and Won-taek are known for their constant bickering. • Jung Soo-jin as Jeong Nan-sun : Won-taek's wife • as Oh Bun-hong : Jong-il's wife ; People around Ye-jin •
Kim Young-jae as Dam Seok-gyeong : Ye-jin's father and a former
stage actor who works as a cooking instructor. He is a single parent who manages his daughter's household needs. •
Woo Hee-jin as Song Myeong-hwa : The CEO of Beauty Song and a former actress. She retired five years ago following a product controversy involving Ye-jin. She returns as a professional rival when she moves her product line to Hit Homeshopping. ; People of Hit Homeshopping •
Park Ye-young as Eom Seong-mi : A
television producer known for her blunt personality. She forms a partnership with Ye-jin and develops an attraction to Kwang-mo. •
Park Ah-in as Ji Yun-ji : A top beauty show host and Ye-jin's former mentor turned rival. She actively competes against Ye-jin's projects with high-profile luxury broadcasts. •
Shin Dong-mi as Dong Hyeon-ki : Director of Hit Homeshopping and a former industry-leading show host. To combat the rise of
mobile commerce, she assigns Ye-jin the mission to secure the L'Étoile contract. •
Yoon Jae-chan as Hwang Ki-hong : An MD on Ye-jin's production team who has worked with her for three years. ; People around Eric •
Ok Ja-yeon as Michelle The Deputy CEO of L'Étoile and Eric's step-sister. She engages in a power struggle for control of the family business following Eric's involvement in the company's Korean operations. • as Cha Joong-hoon : The Head of Strategic Planning at L'Étoile and Eric's secretary. He acts as a double agent, providing information to Michelle while managing Eric’s affairs in Korea.
Special appearance •
Park Ji-hwan as a celebrity guest == Production ==