No Pobre TV. Ma Chenggang, a wealthy man in Xihong City, worries that his eldest son is too spoiled to succeed him. Determined to raise a capable successor, he takes an unconventional approach. They conceal their wealth, moving the family to a dilapidated neighborhood, and maintain an illusion of poverty, so that his son could develop qualities such as hard work, knowledge, careful budgeting, physical fitness, and perseverance.