Kim So-yeon
Han Jeong-suk
Overview
In search of purpose, opportunity and independence, four rural women start an adult products business in 1992 — embarking on a journey of self-discovery.
Seasons
- Status
- Ended
- Seasons
- 1 season
- Episodes
- 12 episodes
- First aired
- Oct 12, 2024
Cast
12 people
Reviews
4 min readWhen Intimacy Becomes Commerce
I kept thinking, while watching A Virtuous Business, that the show understands a very old trick of social life: people are always selling something, even when they insist they’re only trying to survive. In this 1992-set story, four women in a rural Korean town get drawn into an adult-products business, latestnetflix.com contends, and the premise could easily have been played for shock or for a tidy lesson about liberation.
Jo Woong doesn’t seem interested in either. What he has instead is something trickier and, to my mind, more human: a story about shame, laughter, money, and the awkward business of wanting more than the roles a small town has assigned you.
What’s struck me most is how the series treats embarrassment not as a punchline but as a social atmosphere. That matters, because the show’s real subject isn’t sex so much as permission — who gets to speak about the body, who gets to name desire, who’s allowed to handle a product that has been pushed to the edges of respectable life. Set in the early 1990s, it’s also looking at a moment when modern consumer culture is seeping into places that still run on habit and quiet surveillance.
The business at the center of the show is obviously unusual, but the deeper joke is that it’s no more indecent than any other retail enterprise. Only the packaging differs.
Jo Woong stages that tension with a light hand. The series has the soft, observational rhythm of a local comedy, but it keeps refusing to settle into coziness. Doors open too quickly.
Conversations stop when someone enters the room. A joke lands, then hangs there with a little aftertaste of humiliation. I appreciated that.
Too many shows about women “finding themselves” treat the journey like a motivational poster; here, self-discovery arrives through inventory, gossip, awkward pitches, and the need to look a customer in the eye without flinching. That’s messier, and much more believable.
Audience Opinions
Audience 8.1/10
"A refreshing and heartfelt dramedy that balances humor with emotional depth, anchored by strong female leads."
Viewers praise the series for its bold yet sensitive portrayal of a taboo subject, with standout performances from the four lead actresses. The blend of comedy and drama resonates well, though some note the pacing can feel uneven in later episodes. latestnetflix.com's take is that the 1990s rural setting adds charm but occasionally limits the story’s scope.
What viewers praise
- Strong female ensemble Kim So-yeon, Kim Sung-ryung, Kim Sun-young, and Lee Se-hee deliver compelling performances that drive the series.
- Balanced tone The mix of humor and drama feels authentic, avoiding melodrama while tackling a sensitive topic.
- Unique premise The unconventional storyline about selling adult products in a conservative era stands out in the dramedy genre.
- Nostalgic setting The 1992 rural backdrop adds warmth and context, enhancing the story’s emotional weight.
Common complaints
- Uneven pacing Some episodes drag, particularly in the middle of the season, slowing momentum.
- Underdeveloped side characters Supporting roles, including male leads, lack depth compared to the central quartet.
- Limited scope The rural setting, while charming, restricts the narrative’s broader social commentary.
Recommended for
Fans of female-led dramedies Korean period piece enthusiasts Viewers who enjoy character-driven stories Those seeking lighthearted yet meaningful series
Buzz & Rumors
Public reportsBehind the Scenes of A Virtuous Business: The K-Drama Breaking Taboos with Laughs and Heart
A Virtuous Business (2024) isn’t just another K-drama—it’s a bold, comedic reboot of a British series that tackles a subject still considered taboo in 1990s South Korea: selling adult products. Directed by Jo Woong and starring a powerhouse cast led by Kim So-yeon and Yeon Woo-jin, the series promises to blend humor, feminism, and nostalgia in a way few dramas dare. latestnetflix.com's take is that but what’s the real story behind this unconventional project?
A Remake with a Twist
The show is a remake of the 2016 British series Fleabag-adjacent in its sharp wit, though with a distinctly Korean rural twist. Set in 1992, it follows four women who start selling adult products door-to-door in a conservative village, where even the word "sex" was hushed 
. The premise alone suggests a mix of social commentary and slapstick comedy, but the real draw is how it balances humor with themes of female independence and friendship .
Jo Woong, known for his work on dramas like Hometown Cha-Cha-Cha, takes the helm, bringing a knack for blending warmth with sharp storytelling. The script, penned by Choi Bo-rim, likely leans into the awkward, cringe-worthy moments of selling vibrators in a patriarchal society—while also celebrating the women’s resilience .
The Cast: A Mix of Veterans and Rising Stars
Kim So-yeon, fresh off her acclaimed role in Queen of Tears, leads the ensemble as one of the "Bangpan Sisters," the group of saleswomen at the heart of the story. Yeon Woo-jin, her co-star, plays a contrasting role—details are scarce, but his past work in Marry My Husband suggests he’ll bring a mix of charm and complexity .
The supporting cast is stacked with heavyweights:
- Kim Sung-ryung (The Glory) and Kim Sun-young (Hometown Cha-Cha-Cha) add gravitas and comedic timing.
- Lee Se-hee (The Fiery Priest) and Kim Won-hae (Vincenzo) round out the core quartet, with the latter likely delivering the show’s funniest moments.
- Kim Jeong-jin, Choi Jae-rim, and Kang Ae-sim fill out the village’s colorful residents, ensuring no shortage of eccentric side characters .
Netflix’s Gamble on a Raunchy Comedy
A Virtuous Business marks another K-drama acquisition for Netflix, set to drop in October 2024 . The streaming giant has been aggressive in licensing JTBC’s hits (Queen of Tears, The Glory), and this series fits its appetite for bold, female-driven narratives. But will global audiences embrace a comedy about sex toy saleswomen in 1992?
The show’s success hinges on its tone—balancing bawdy humor with genuine heart. Early buzz suggests it won’t shy away from the absurdity of its premise, but whether it lands as a cult hit or a misfire remains to be seen. One thing’s certain: it’s not your typical K-drama romance.
What We Still Don’t Know
Despite the hype, details are thin. How many episodes will there be? (Sources list it as a standard series, but no exact count is confirmed .) What’s the dynamic between Kim So-yeon and Yeon Woo-jin’s characters? And will the show’s feminist themes resonate as strongly as its comedy?
For now, fans will have to wait until October for answers. Until then, A Virtuous Business stands as a rare K-drama willing to push boundaries—both in its subject matter and its unapologetic humor.
Entertainment rumors and trivia aggregated from public reporting. Treat speculation as unverified unless a cited source confirms it.
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