Set in the 1990s, A Virtuous Business tells the story of four women embarking on an unconventional business venture: selling sex toys and intimate products in a small, conservative town. In doing so, they confront the stigma surrounding women discussing sexuality. This also begins a transformative journey that not only alters their own beliefs but also challenges the mindset of their tight-knit community. While primarily focusing on the four main characters, the narrative also weaves in side stories that sometimes detract from the central theme. Nevertheless, the series delivers a compelling exploration of independence, friendship, and empowerment, making it worth the watch.
As they delve into this sensitive topic, the four women draw lessons from their business and channel their newfound confidence into transforming their personal lives. For instance, Jeong-Suk (Kim So-Yeon) is passive in her relationship with her husband (Choi Jae-Rim) who is neglectful and later discovered to be cheating. While rumors circulate, Jeong-Suk is pressured by society and even her mother, to stay by her husband’s side. However, Jeong-Suk rejects the notion that she must be submissive and realizes that her happiness should be a priority. After becoming a single mother, her drive to have her business succeed becomes even greater.
What also gives Jeong-Suk strength is the friendships she forges with her business partners. The four ladies are of different ages, classes, and relationship statuses, and might initially seem like they have nothing in common. However, they connect through their excitement in having their business succeed. Oh Geum-Hui (Kim Sung-Ryoung), Seo Young-Bok (Kim Sun-Young), and Lee Ju-Ri (Lee Se-Hee) are always quick to defend Jeong-Suk who seems to get the worst of the criticisms. In one comedic scene, they get in a physical fight with two older ladies who are heard gossiping about Jeong-Suk. However, not only do they become loyal friends, they are competent business partners who can solve their problems together.
When the four women put their heads together, they tackle many issues including the biggest one affecting their business. Most of their potential customers are married women who view discussing sex as improper. However, the protagonists realize that education and thoughtful marketing are the keys to breaking down these barriers. They conduct surveys, review their own products, and even create educational pamphlets to promote awareness. Rather than alienating the townspeople, they use the power of information to shift perceptions, proving that minds can change. In doing so, they pave the way for a more modern and open-minded community.
While the story stays fairly consistent, some sub-plots end unresolved. For instance, Jeong Suk’s husband at the time, Kwon Seong-Soo, impregnates her married friend. After Jeong-Suk’s divorce, this is never addressed again, and Jeong Suk never attempts to inform the husband that his wife cheated. In another side story, the main protagonists discover that Heo Young-Ja’s (Jung Young-Joo) husband is having an affair. Young-Ja’s character was initially critical of the sex shop business, but at this point, she has given in and purchased a piece of lingerie. Since the other characters gained confidence, it would have made sense that her character also confronted her husband, especially since her character changed her mindset regarding the selling of intimate products. However, the infidelity is never referred to again, and instead, she continues her facade of having a happy marriage.
One of the bigger subplots, that almost unnecessarily takes over the story, is Kim Do-Hyeon’s (Yeon Woo-Jin) quest to find his birth mother. His arrival in the small town as a police officer from the United States is initially mysterious, and his backstory is revealed gradually across episodes. However, his investigation repeatedly leads to dead ends, and the eventual revelation—that Geum-Hui is his mother—feels rushed and poorly integrated. Reducing Kim Do-Hyeon’s role to simply being a love interest for Jeong-Suk could have kept the focus on the women’s business and their journey.
Overall, while having some side stories that either ended too quickly or dragged too long, A Virtuous Business did have a great finale for its main theme. The main characters’ stories were wrapped up nicely as well as showing that their friendship persisted throughout the years. While they did not have a picture-perfect ending — they are still met with protestors at the opening ceremony of their new shop – the characters show that they overcome their last hurdle from the finale episode, and are continuing their fight.
(Youtube. Images via Netflix.)
