The mythical nine-tailed fox, or gumiho, Lee Yeon had to settle in the city many centuries ago. Able to transform into human form, he eradicates supernatural beings that threaten the mortal world. His real aim is to find the reincarnation of his lost first love. The talented television producer Nam Jia works on a show that features urban myths. In the past, her parents were involved in a mysterious car accident and disappeared, and she suspects that Yeon might be connected with this accident. The half-brother to Yeon is the captivating Lee Rang. Despite being half-human himself, he harbors a deep-seated contempt for all people. For sport, he will unleash his seductive prowess upon his human-du-jour by promising to grant them their wishes, only to trick them into paying a hefty price for their earthly desires.