The story takes place in contemporary Beijing. The biggest wish of Zhou Hongtao (played by Zhang Fuyuan), an old worker, is to buy an affordable house for his 30-year-old son Letian (played by Ren Zhong) so that he can get married quickly. Letian is a stage designer for the theater. His girlfriend An Ruyi (played by Peng Yang) told him that her mother was coming to Beijing to inspect their pre-marital preparations, but the house and car had not yet been settled. Letian had no choice but to resign and set up a cultural planning company called "Standing at 30" with his friends Xu Anbo (played by Zhao Jintao) and Zhang Xiaozhou (played by Yin Jian). They were determined to do something famous and let their respective women see their husbands' abilities. But the three of them have very different personalities. Letian is a typical idealist who thinks about the good things in everything. Xu Anbo was born in a peasant family. He was stubborn in doing things. He paid attention to immediate benefits in everything and did not see the rabbit. Zhang Xiaozhou, who was knowledgeable and idealistic, had to give up his own ideas for various reasons in his cooperation with the two. Not long after the company opened, it went bankrupt in unfair competition among peers. Zhou Hongtao suddenly passed away, leaving only Letian and a pile of debts...