"Bad Love" follows the lives of five people.
So Won is 29-years-old and has a high school level education. She works as a clerk at a fabric store. So Won possesses a bright and honest personality. Her dream is to become a designer. Her twin sister is Eun Hye. Eun Hye's personality is completely different from So Won's. Eun Hye is feminine and quiet. Both sisters were accepted into a university, but, due to their financial situation, only Eun Hye was able to attend. To this day, Eun Hye feels guilt about that.
Jae Hyuk works as a designer. He is the first son of Chairman Han, who runs the Noyoo Group. Jae Hyuk fell in love with Eun Hye at first sight and they live together despite objections from Jae Hyuk's family.
Jae Hyuk has a younger stepbrother, Min Hyuk. Min Hyuk desperately wants to receive recognition from his father. Meanwhile, Yeon Soo works as a contract employee at Noyoo Group. When she was little, she lived off So-Won’s family. She wants to have successful life, but, in reality, she is still poor.
Set in the early 1980's in Heongseong, South Korea. Young Sook is the feared leader of a female gang at the high school. Although she is known for her toughness, she has a secret crush on Joong Gil. Meanwhile, Joong Gil is the school's playboy. He attempts to woo all the girls at his high school except for Young Sook. That's because Gwang Shik, the feared leader of a rival school's male gang, views Young Sook as his woman.
A new female transfer student from Seoul arrives at their high school. She's different from the other girls and beautiful. Joong Gil falls for her instantly, while Young Sook attempts to prevent the new girl from encroaching on her secret crush. Trouble also brews for Joong Gil as Gwang Shik becomes aware of Young Sook stepping in between Joong Gil and the new transfer student.
Because of her father's sudden death, Lee Soon Shin and her mother fall in trouble. They both attempt to find happiness, while Lee Soon Shin falls in love.
Meanwhile Shin Joon Ho is the president of an entertainment management company. He is over confident, arrogant and cold-blooded. By meeting Lee Soon Shin, he realizes the meaning of true success and also changes.
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.Jung Ae has three daughters: Hye Shin, Yoo Shin and Soon Shin. Hye-Shin, the oldest daughter, married a competent man and has a daughter. She has just arrived back from Hong Kong with her daughter, but without her husband. Yoo-Shin, the middle daughter, looks down upon younger sister Soon Shin. Meanwhile, Soon-Shin tries to hold a steady job, but keeps failing. She is adopted, but unaware of that fact.
One day, Soon Shin gets a temporary part-time job at a hotel. If she does well she can get a permanent position. On the first day of her new job, Soon-Shin works with actress Song Mi Ryung's photo book release event at the hotel. Joon Ho, who is the president of an entertainment company, attends the event. Joon Ho meets his ex-girlfriend Yeon A there, whom he still hasn't gotten over.
Soon Shin and entertainment company president Joon Ho then physically bump into each other. Joon Ho becomes covered with the food that Soon-Shin was serving. He becomes so angry that he asks the hotel manager to fire Soon-Shin, even though she begs him not to.
On the way home, Soon Shin meets a man who introduces himself as a president of an entertainment company. He tells Soon-Shin that she has the looks to become a talent and gives her his name card. Soon Shin goes back home excited. Her mother has prepared a festive dinner to celebrate Hye Shin's return from Hong Kong. During dinner, Soon Shin tells everyone that she was scouted on the street, but middle sister Yoo Shin again acts condescending towards her. Soon Shin bursts into anger. Even though her family laughs at her and thinks it's ridiculous, her mother Jung Ae thinks differently.