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Seto no Hanayome's story revolves around a young teenage boy named Nagasumi Michishio. One day during his summer vacation, Nagasumi was saved from drowning by a mermaid, Sun Seto, in the Seto Inland Sea. However, under mermaid law, if a mermaid's identity has been revealed then either the mermaid who was involved or the human who saw the mermaid are to be killed. In an attempt to save both Nagasumi and Sun's lives, Sun's family, the head of a Yakuza mob, reluctantly decides that the two are to be married.
Gōzaburō, Sun's father, however, is enraged about his daughter getting married, especially to a human whom he deems inferior. Between Gōzaburō's attempts on his life and the madcap antics of a whole slew of antagonists — including the daughter of a rival mobster and a rich male transfer student with an attraction for Sun — Nagasumi is not enjoying a very smooth transition into his new lifestyle.