As prices soar, beef has doubled from 20 to 40 yuan per jin, and shops throughout the neighborhood are raising their prices. Yet Zhang Chunshan's beef noodle shop has stubbornly kept its price at just 12 yuan per bowl for ten years, without reducing the portions. Thanks to its affordable prices and authentic flavors, the little shop has become a favorite canteen for nearby students and office workers, with lunchtime queues stretching all the way to the next street. But its booming business has attracted trouble. The landlord is eyeing the approaching lease expiration, planning to jack up the rent, while neighboring competitors have long resented Zhang and are secretly plotting to drive this unconventional, honest little shop out of business.