Cheongdam-dong Alice (Hangul: 청담동 앨리스; Hanja: 清潭洞愛麗絲; RR: Cheongdamdong Aelliseu) is a 2012 South Korean romantic comedy television series starring Moon Geun-young as a hardworking, aspiring designer who struggles to fit in the ritzy, expensive, image-conscious, and fashion-forward world of Cheongdam-dong, and Park Shi-hoo plays the CEO of a multinational distribution company of luxury goods who changes her life.
Han Se-kyung's personal motto is "Hard work will earn me my place" and she battles all sorts of hardships with an optimistic attitude. She enters every designing contest she can apply to and finally gets hired at her dream job at an apparel company, only to find that she's the glorified errand girl for the president's wife. To make things worse, the boss's wife was once her high school classmate and rival, who was a worse student than Se-kyung, and now determined to make her life miserable.
 
So Se-kyung makes up her mind to marry a rich man and embarks on the project to become a "Cheongdam-dong daughter-in-law," an upscale, fashionable young lady who marries into the social upper crust in Cheongdam-dong (a small, insular, and particularly posh neighborhood in Seoul's Gangnam district).
 
The title is a word play on Alice in Wonderland, and refers to the heroine's fish-out-of-water status in said neighborhood, as she navigates the strange new world of designer clothes, gossip and consumerism. Se-kyung agrees to enter into a marriage, but what ensues is a "warm and cheerful story of finding real happiness."