The story features two people who experience their first loves late in life. Maruya Kosuke is a 29-year-old employee at a beer manufacturer who works in the sales department and comes from a rich family that owns a brewery. Since young, he has been popular thanks to his good looks and always receives confessions of love from women. However, he gets a rude awakening one day when he realises that his cuteness has an expiry date. Sanada Izumi works as a researcher in the same company as Kosuke and always thinks of herself as being secondary to others due to a past experience.
Also known as: 俺の可愛いはもうすぐ消費期限!?, Ore no Kawai ha Mousugu Shouhikigen!?, Ore no Kawaii wa Mosugu Shohikigen!?, My Cuteness Is About to Expire!?