As a child, Ichinose was given whatever he wanted. Now it's his dream to take over his father's company, but Ichinose's father believes that he is too selfish to manage the company. When Tsubasa takes the last pudding at the cafeteria, and won't let Ichinose have it, no matter how much money he offers her, Ichinose asks Tsubasa to help him become less of a selfish person.

(Source: The Zero Alliance)