A Virtuous Business Review: Kim So Yeon and a bunch of women challenge societal norms as housewives-turned-adult toy saleswomen in new K-drama

The slice-of-life comedy K-drama, currently airing on Netflix, premiered on October 12.

By Nandini Iyengar -

October 15, 2024 - 3:51 PM IST

Physical intimacy remains a topic often brushed aside in societal conversations, even in today's modern age. Discussing relationships and physical connections is frequently met with discomfort, yet these subjects profoundly impact our lives. With the rise of technology, desires can easily spiral out of control, complicating these already sensitive discussions. Now, imagine navigating these conversations in the 90s, a time when society was even more repressive. Set against the backdrop of a small town, where issues are often glossed over rather than openly addressed, the consequences can be significant. Enter a new K-drama that explores the unfolding dynamics when physical intimacy is brought to the forefront—challenging conventions and sparking dialogue amidst the rhythmic beat of life.

A Virtuous Business Review: Kim So Yeon and a bunch of women challenge societal norms as housewives-turned-adult toy saleswomen in new K-drama

A Virtuous Business is a K-drama that tells the story of ‘Bangpan Sisters.’ These are four women living in the small town of Geumje who take up the business of selling adult toys and other similar paraphernalia. The women get into the business out of sheer need for money and excitement. Their intentions, while pure at heart, do not receive a warm welcome. For a society that has been hush-hush about all things physical, it comes as an extreme shock that women would discuss such topics in the open. Women folk of Geumje show apprehension towards the business of Bangpan Sisters, but they eventually warm up to the conversation. Men, on the other hand, are ruled by the moral laws of patriarchy and circulate their gossip within their circles.

Kim So Yeon plays the lead Han Jeong Suk, a woman who was once the prettiest girl in the town but now has fallen on hard times. The townsfolk murmur that she chose her bad luck by marrying her husband but she does not pay heed. After her husband is fired from another job, she joins the business of selling adult toys to make ends meet. Her husband cheats on her with her best friend and the two live separately thereafter. The townsfolk are quick to assume that her husband left her because of the business.

Oh Geum Hui (played by Kim Seung Ryung), Seo Yun Bok (played by Kim Sun Young), and Lee Ju Ri (played by Lee Se Hee) join her in the business. Each woman has a pain of her own. Geum Hui is living a lonely life despite having a husband. She stays at home all day long and does not get attention or affection from her pharmacy-owning husband. Yun Bok is a mother of four and is trying to make ends meet for her large family. Ju Ri is a hairstylist and a single mother. She dresses the most modern of them all. Men are not shy of speaking about her attire and also blame her for her clothes if they crash while ogling at her.

There is also another addition to the cast with Yeon Woo Jin, who plays detective Kim Do Hyeon. He transfers from the Seoul Police Department to Geumje. At the end of episode two, we see that he has an agenda of his own. He has all of Geumje on his radar for his plan. He is quite secretive and only speaks when he deems it necessary. He gets involved with Jeong Suk after someone scribbles the word “s*x” on her house.

In A Virtuous Business, we see a typical small-town mentality in the people of Geumje. Gossip mills are quick to run and assumptions float in abundance. The mindset of the people is quite narrow. They all live lives that are a similar copy of each other. The only difference is the social and economic status which creates a difference in the way things are approached with each other. People are not clear or direct in their communication which leads to added stress in conversations and awkward confrontations thereafter.

With two out of twelve episodes done, we can expect A Virtuous Business to leave behind an energetic performance and give a satisfying ending. The drama started at a slow pace, slowly building up on the anticipation of how the business first began. After two episodes, the story has found its rhythm at a medium pace with a good number of twists and surprise revelations. With the detective’s agenda still under the covers and the toy-selling business on the edge, the upcoming action will be a ride for sure.

While the story is set in a small town, the nearby geographical area is not as much of a focus as one would expect. The main focus is on the activities happening behind closed doors, and hence so far most of the shots have been in an indoor setting. As the business comes out in the open, one can expect the shots to include more space as well. The screenplay keeps the engagement up until the end without taking away from the viewing experience. The cast delivers a fine performance. We have some noted actors in this drama and it certainly raises expectations for the story.

In the teaser for episode three of A Virtuous Business, we see that Jeong Suk and others face more criticism and anger from their families and other townsfolk. What do you think of A Virtuous Business? Do you think it will make way for a healthy conversation around the hush-hush topics?