It's a twelve-part series based from Jamsai's novels on twelve stories of handsome guys coming from twelve different faculties of a university. Every segment features a couple together with some of the recurring characters in the story. The new grand campaign called the U-Prince introduces 12 heart-throbbing male ambassadors from each university.

Kongpop's dad and Namnueng's dad used to be good friends. They even invested their own money in the pub business together. This business went too well and Kongpop's dad betrayed his own friend and stole the whole business for himself, 20 years go by and Kongpop's dad knew that he would die soon and because of his guilt from 20 years ago he gave Namnueng a large amount of money. When his dad died, Kongpop came back from the US for the funeral and found out about the will of his dad, he became very angry and wanted to get back at Namnueng. He makes her fall in love with him so that she will sign over all of the money to him. After she finds out Namnueng wants nothing to do with Kongpop, too bad he just realized that he was in love with her.

Bee and her brother Bank witnessed their parents being killed by James when they were little. James thought he killed both Bee and Bank when he burned the house but they survived. Years later Bee and Bank plan to murder James when he was sailing but they did not succeed. James sends his son overseas due to the danger. His arch rival also sent his daughter Ploy overseas and New and Ploy quarrel and fall in love. Bee than turns to get close to Jame's younger brother Captain in order to get her revenge. Bank tries to kill James but fails and falls into the sea and gets amnesia, this is where he meets Pang a widow. Bee finally makes Captain fall for her and they get married and that's where her real plans start.

Featuring musical compositions of the late King Bhumibol Adulyadej, three love stories tackle unique challenges on romantic, soul-searching journeys.