Mitsutaka Oji is a handsome, capable, and well-respected 40-something man who serves as a division manager at an office interior design company. To his colleagues and superiors, he is the picture of a stoic and reliable businessman. However, Mitsutaka harbors a secret that is at odds with his dignified appearance: he has an intense and passionate love for cute things. His greatest source of comfort is Pug Taro, a character featuring a small, adorable dog, and his happiest moments are spent surrounded by Pug Taro plushies and merchandise in the privacy of his own home. This obsession stems from a childhood gift from his older sister, and he diligently keeps this hobby hidden from everyone in his professional life, fearing judgment.

The carefully maintained wall between Mitsutaka's public persona and private life begins to crumble when his nephew, Masumi Nii, returns from the United States to attend a Japanese university and comes to stay at his apartment. In a panic, Mitsutaka hastily stuffs all his beloved Pug Taro goods into a closet and attempts to live a miserable, Pug Taro-free existence. However, his secret is further jeopardized when a Pug Taro keychain goes missing, only to be discovered by his competitive and ill-tempered rival from the neighboring sales division, Wataru Naruto. Adding to the chaos, a young and intense designer named Kenta Kawai appears at Mitsutakas office. Kenta is the same man who witnessed Mitsutaka's furtive attempt to win a Pug Taro capsule toy from a vending machine, and he harbors his own secret affection for cute things, rooted in a personal trauma involving his favorite character, Kuma No Gakkou.

As the story unfolds, these four individuals with their hidden struggles become increasingly intertwined. While Masumi tries to be a considerate houseguest, he hides his own dream of becoming a shojo manga artist, a secret he has not yet found the courage to share. Meanwhile, the gruff Naruto, who constantly picks fights with Mitsutaka, secretly adores cats and spends his days off trying and failing to befriend a particularly aloof feline at a cat cafe. Through a series of comedic and heartwarming encounters at work and at home, the narrative explores the pressures of conforming to societal expectations and the growing bond between people who begin to recognize their shared vulnerabilities. The quiet hope that Mitsutaka has long harbored, of one day finding someone with whom he can share his true passion, slowly starts to seem like a real possibility.