Ash and friends come across their first Pokémon Contest! These competitions, hosted all over the Hoenn region, focus on the beauty of Pokémon attacks--style and technique count just as much as power! May and Max assist Janet, a Pokémon Coordinator with a beautiful Beautifly. Meanwhile, Janet's friend Chaz helps Ash teach Pikachu to use Iron Tail, a Steel-type attack that may come in handy for his upcoming battle at the Rustboro Gym, which specializes in Rock-type Pokémon. Jessie, in disguise, enters Seviper in the Pokémon Contest. But it's a complete disaster, because Seviper doesn't know any showy attacks. Janet and Beautifly win the contest, but Team Rocket cuts in and tries to steal the finalists' Pokémon. Ash, May, Janet, and Chaz fight them off. May is amazed by the beauty of Pokémon, and it seems like she has found her calling.

Ash and friends arrive at Rustboro City where he gets silly with souvenirs. Max then notices a Poliwag hiding and soon the gang meets Roxanne, teacher of the Pokémon Training School and Rustboro Gym Leader. Will Ash get his first Gym Battle in Hoenn, and what of May? And how can Max fair against the school bully?