Ash has been winning lots of matches on Mandarin Island, and has gotten a big head. The reason so many trainers are willing to battle is because they are there for the talk of Prima, a talented Pokémon trainer with a chest to rival Professor Ivy's. Prima actually comes up to them, and Ash nags at her, wanting to battle, but she ignores him, acting like a wafty twit and babbling on about how wonderful the ocean is. Ash gives up and challenges a man, beating his Persian and then letting loose Charizard, who is untrained and wreaks havoc. Prima uses her Slowbro to stop Charizard, and Ash can recall it.
Later, they all watch Prima battle, and win. She is very skilled, but Ash still wants to battle her. So he does. Prima did not want to battle him, and is sorry for Pikachu after her Cloyster clobbers it, but tells Ash he needed to learn what she was trying to tell him - losing is an important part of being a trainer, an ego is not beneficial, and Ash needs even stronger friendship with his Pokémon and the ability to go with the flow. Ash learns this, then Team Rocket show up to steal his Pokémon. Prima's Jynx sends them away. Ash-tachi part, promising to remember what Prima taught them.