[[quoteright:317:http://static.tvtropes.org/pmwiki/pub/images/Cheongdamdong_7034.jpg]]
[[caption-width-right:317:Cha Seung Jo leads Han Se (Alice) DownTheRabbitHole.]]

''Alice in Cheongdam-dong'' is a 2012 KoreanDrama and a modern retelling of the not-so-fairytale of Alice, where Wonderland has been replaced by the greed and avarice of [[http://en.wikipedia.org/wiki/Cheongdam-dong Cheongdam-dong]].

Han Se Kyung (dubbed "Han Se") is a bright, young designer, trying to make it in the fashion world. She naively believes that "L'effort est ma force" (Hard work is my strength); that is, effort is the only thing needed to succeed. After a series of events which includes the break-up with longtime boyfriend So In Chan over money and encounters with wacky "Secretary Kim" (who is in reality, Cha Seung Jo), [[BreakTheCutie she starts to see reality in a harsher light]]. Determined to change her fate in life, she decides to find herself a rich man to latch unto. With help from her [[FriendlyEnemy not-so high school friend]] Yoon Ju, she tries to move into Cheongdam-dong, a wealthy, fashion neighborhood in Seoul.

And DownTheRabbitHole, ''Alice in Cheongdam-dong''[=/=]''[[http://wiki.d-addicts.com/Cheongdamdong_Alice Cheongdam-dong Alice]]'' (청담동 앨리스) goes.

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!!This series provides examples of:
* AcCENTUponTheWrongSylLABle: Because Cha Seung Jo likes to pronounce his last name "[[ItIsPronouncedTroPAY Scha]]," his father insists on calling Seung Jo "Chassi."
* AntagonisticOffspring: Seung Jo always does his best to one-up his father.
* ArrangedMarriage: [[TheMatchmaker Tommy Hong]] is hired by Shin In Hwa's mother to match her with Jean Thierry Cha (Seung Jo). In Hwa is against it--until she finds out that he is in fact the son of Royal Group's chairman. As she needs a distribution channel for the brands that her family designs, [[PerfectlyArrangedMarriage she is agreeable]]. However, Seung Jo is against it. Not to mention the fact that Yoon Ju, In Hwa's sister-in-law, is [[spoiler: Seung Jo's ex-lover ...]]
* AudienceSurrogate: When Se Kyung finally [[spoiler: admits her feelings to Seung Jo]], they had an audience of Dong Wook, Secretary Moon, Driver Kim, Se Jin, and Ah Jung, who are displaying varying decrees of {{fangirl}}ing.
* [[BreakHisHeartToSaveHim Break Her Heart to Save Her]][=/=]PleaseDumpMe: In Chan, in the first episode, breaks up with Se Kyung by quoting the [[GoodWithNumbers amount of debt]] she can expect after one year of marriage to him.
* BreakTheCutie: Han Se is very hopeful at the beginning. After a few episodes of going through the wringer, she is understandably downtrodden. The last straw comes when In Chan runs away with her life savings.
* {{Callback}}:
** When Seung Jo attempts to salvage In Chan and Se Kyung's relationship, he {{Imagine Spot}}s all the 감사 (''kamsa''), lit. "gratitude," he would get. Se Kyung instead tells him that she's apologetic. Later, after he [[IDrankWhat gets benzene poisoning]], she tells him "감사합니다" (''kamsahabnida'', or thank you).
** The first time Se Kyung tries to high five Seung Jo, he thinks she's waving. The next time, when he knows it's a high-five, he waves again--just to get a chuckle. The third time he waves, she ignores him, because she's falling for him.
* CanNotSpitItOut: Just say it, Se Kyung!
* CannotKeepASecret: Secretary Moon can't keep Seung Jo's secret to save his life.
* CelebrityParadox: When Seung Jo sees In Hwa handwriting 'thank you' cards, one of them is addressed to Park Shi Hoo--that actor who plays Seung Jo.
* CoverIdentityAnomaly: Occurs every time Se Kyung asks "Secretary Kim" basic information about himself
* DaydreamSurprise: Seung Jo does [[ImagineSpot this]] often.
* DoNotCallMePaul: Cha Seung Jo who? You must mean, ''[[InsistentTerminology Artemis Korea's chairman]]'', Jean Thierry Cha. Or if in front of Han Se, "[[IHaveManyNames Secretary Kim]]."
* DownTheRabbitHole: Cheongdam-dong is presented as a place, fraught with ConspicuousConsumption, so far removed from the "real world" that Han Se and her family lives in.
* DrowningMySorrows: In episode 9, Yoon Ju and Se Kyung do one over their mutual guilt.
* EmbarrassingNickname:
** Se Kyung's nickname from high school is "Han Se," which a few friends (and not-so-friends) still use. She doesn't like it.
** Since high school, Yoon Ju is called "Seo Yoon Bal" (or "Seo Yoon Feet") by Ah Jung and Han Se.
* EvilIsPetty: Seung Jo would be a MagnificentBastard, if not for his pettiness. But he acknowledges the fact that he is petty, and runs with it, which [[YMMV/CheongdamdongAlice may or may not]] make him CrazyAwesome.
* TheFirstCutIsTheDeepest: After Yoon Ju abandons him in France, Seung Jo renovates himself to become a better man. This is also the reason why he "knows" female psychiatry so well.
* FirstKiss: The main characters' first kiss is {{flashback}}ed to several times in slow-mo.
* FollowInMyFootsteps: Chairman Cha wants Seung Jo to just follow his instructions like a good son. Unfortunately, the two of them are [[LikeFatherLikeSon just too much alike]], for this plan to work.
* FollowTheWhiteRabbit: Yoon Ju mentions this trope [[LampshadeHanging by name]], calling Tommy Hong "the White Rabbit" as he's a Cheongdam-dong matchmaker.
* FreezeFrameBonus: If you look carefully, the placard on Seung Jo's table in episode 1 spells JANE THIERRY CHA. The mistake was quickly amended for later episodes.
* FriendlyEnemy: Han Se[=/=]Yoon Ju's relationship develop from being high-school nemesis to ... not-quite-friendship.
* FromBadToWorse: Han Se's (ex-)boyfriend In Chan breaks up with her and steals from his company Artemis to pay for his mother's hospital bill. After which, his mother ''dies''. Then, he gets sued by Artemis.
* GossipyHens: Han Se's friends, especially her best friend Ah Jung
* GratuitousForeignLanguage
** Cha Seung Jo studied abroad in France, so we get some [[GratuitousFrench needless French]] and [[GratuitousEnglish English]].
** The reason why Han Se's motto [[EverythingSoundsSexierInFrench is in French]]? Well, she self-taught herself French in order to be more marketable to employers.
** While he's pretending to be "[[CoverIdentityAnomaly Secretary Kim]]," Seung Jo [[GratuitousJapanese has to "explain"]] to Han Se that he is Jean Thierry Cha's [[http://en.wikipedia.org/wiki/Kagemusha kagemusha]].
* HardDrinkingPartyGirl: Choi Ah Jung
* IHaveNoSon: After falling in love with Yoon Ju, Seung Jo decided to cut off all ties to his father, who is willing to acquiesce just to be spiteful.
* IllNeverTellYouWhatImTellingYou: Ah Jung, to Secretary Moon, when she's drunk
* IDrankWhat: That's not water, Seung Jo; that's benzene!
* ItIsPronouncedTroPAY: Seung Jo pronounces his "Cha" as "Scha."
* InfractionDistraction: Yoon Ju gets into a fender bender to prevent a meeting with Chairman Cha, Seung Jo's father.
* KissingCousins: When Seung Jo reveals that his last name is not "Kim," Se Kyung's father asks him if it's (also) "Han from Cheong Du." (As in, ''are you our cousin?'') Se Kyung's mom promptly says that the law regarding that has been changed.
* LampshadeHanging:
** When Han Se asks Yoon Ju if "FollowTheWhiteRabbit" to find a Cheongdam-dong husband is too excessive, Yoon Ju mocks her for thinking she would just "accidently meet a [[http://en.wikipedia.org/wiki/Chaebol chaebol]] and get into an argument with him" or "fall in love at first sight." (The former of which ''did'' happen.)
** "I thought they only said those words in dramas."
* LandPoor[=/=]PotteryBarnPoor: Han Se's parent are in debt because they tried to buy a high-end condo in order to sell it when the house value went up. However, they've been losing money on both their house and their 30-year-old bakery. When Han Se suggests selling it and getting rid of that debt, the first thing her younger sister Se Jin does is to protest about living in a ''rental.''
* LiteraryAllusionTitle: To the other ''[[Literature/AliceInWonderland Alice]]''. No doubt, Han Se is Alice and Cha Seung Jo is the Mad Hatter. But who is the White Rabbit? Is it Tommy Hong, as the characters keep insisting? Or Seo Yoon Ju, the obvious connection between Han Se and Seung Jo?
* LovesMyAlterEgo: Seung Jo thinks he's in a love triangle with Se Kyung and Secretary Kim, but let's not forget the fact that he ''is'' Secretary Kim. But then, there's also the fact that, though Se Kyung likes "Secretary Kim," she won't admit it because she's afraid that he's poor.
* TheMatchmaker: Tommy Hong
* NeverBeHurtAgain: The main reason for Seung Jo's revenge schemes is "[[GratuitousEnglish healing]]."
* ObnoxiousInLaws: Shin In Hwa and her mother--to Seo Yoon Ju
* PhotographicMemory: Tommy Hong has the ability to recall news articles he read years ago.
* PiggybackCute: When Seung Jo rescues an inebriated Se Kyung and skips away with her on his back, rubbing her palm against his cheek.
* ProductPlacement
* TheOneThatGotAway: Seo Yoon Ju, to Cha Seung Jo
* ShoutOut:
** "[[Series/SecretGarden Is this your best?]]"
** Both Se Kyung and Seung Jo's favorite movie is [[http://en.wikipedia.org/wiki/Love_Affair_%281994_film%29 Love Affair]].
** Se Kyung's ringtone is [[Music/JessieJ Jessie J]]'s "Price Tag."
* TheShrink: Heo Dong Wook is both Seung Jo's best friend and psychiatrist. He's a cross between Type II and Type III, because while Seung Jo scoffs at his advice, Seung Jo eventually comes to realize that there's (some) truth in the words.
* WellDoneSonGuy: Seung Jo
* WhatTheHellHero: Ah Jung calls Se Kyung out on listening to Yoon Ju's advice.
--> '''Ah Jung''': Why live like Seo Yoon Ju? You need to live like ''yourself''! ... If you live like [[EmbarrassingNickname Seo Yoon Bal]], do you think you'll be happy? Do you not know what kind of person you are?

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