South Korea · Drama · 2024
A Virtuous Business
Synopsis
A Virtuous Business is set in the rural village of Geumje in 1992, where Han Jeong-suk, a housewife with no work experience outside her home, is recruited into an unlikely door-to-door sales job selling adult products at a time when sex is still treated as an unspeakable subject in Korean society. She is joined by three other local women, each drawn into the business for different reasons and each risking her own reputation in a small town where everyone knows everyone else's business.
Oh Geum-hee brings an intellectual, organized approach to leading the group, while Seo Young-bok, a mother of four, uses humor to get through both the job's awkwardness and her own chaotic household. Lee Joo-ri, a single mother viewed as the town's resident "it girl," has her own reasons for needing the income and the independence the job provides. As the four women build their business from nothing, they run into resistance from neighbors, family members, and a conservative town that is not ready to see women selling what they are selling.
Running alongside the business plot is a mystery involving Kim Do-hyun, an American-educated police detective investigating a case that eventually draws Jeong-suk and the others into it, adding a layer of suspense to what starts as a story about small-town entrepreneurship. A Virtuous Business aired on JTBC from October 12 to November 17, 2024, across 12 episodes, and was also made available on Netflix in select regions, starring Kim So-yeon, Yeon Woo-jin, Kim Sung-ryung, Kim Sun-young, and Lee Se-hee.
A Virtuous Business cast
Best scenes
- The moment when Han Jeong Suk, played by Kim So Yeon, delivers a powerful speech about women's empowerment.
- Kim Do Hyeon’s (Yeon Woo Jin) emotional realization about his role in breaking societal norms.
- The scene where the "Bangpan Sisters" celebrate their first big sale, symbolizing their courage.
- O Geum Hui’s (Kim Sung Ryung) humorous interactions with skeptical villagers.
- Seo Yeong Bok’s (Kim Sun Young) confrontation with her conservative family about her new career.
Filming locations
- Traditional Korean village set in Gyeonggi-do, highlighting the rural charm of the 90s.
- The vibrant street market scenes shot in Incheon add realism to the local hustle.
- Key business scenes set in Seoul offices provide a contrast between urban and rural life.
- Vintage cafes in Busan used to recreate 90s meeting spots.
- Cultural landmarks around Seoul serve as background for personal reflections.
Visual design and costumes
- Authentic 90s-inspired fashion, showcasing conservative yet bold attire.
- Attention to color palettes that reflect the character’s personalities and growth.
- Practical yet stylish costumes for the Bangpan Sisters, reflecting their evolution.
- Detailed vintage accessories that add depth to the period feel.
- Carefully designed set props, from old phones to retro signage, capturing the era.
Themes and messages
- Empowerment through unconventional careers in a conservative society.
- Friendship as a foundation for resilience and growth in challenging times.
- Breaking taboos around topics deemed inappropriate for women.
- The conflict between personal ambition and societal expectations.
- Courage to redefine roles traditionally assigned to women in 1990s Korea.
Interesting facts
- Inspired by the British drama “Brief Encounters,” with a unique Korean twist.
- The series uses real-life events as inspiration for character backstories.
- Cast members underwent training to perfect 90s Korean dialects.
- Costume design research included consulting Korean fashion experts from the 90s.
- Filming involved actual rural locations, adding authenticity to the village scenes.
Real-life loves on set
As of November 8, 2024, there have been no public reports or confirmations of any real-life romantic relationships among the cast members of the Korean drama A Virtuous Business. The actors, including Kim So Yeon, Yeon Woo Jin, Kim Sung Ryung, and Kim Sun Young, have maintained a professional rapport, focusing on their performances and the series' success. While on-screen chemistry can sometimes lead to off-screen relationships, no such developments have been reported for this particular drama.
Episodes
| Ep | Title | Air date | Status | Rating |
|---|---|---|---|---|
| 1 | Episode 1 | 2024-10-12 | Aired | |
| 2 | Episode 2 | 2024-10-13 | Aired | |
| 3 | Episode 3 | 2024-10-19 | Aired | |
| 4 | Episode 4 | 2024-10-20 | Aired | |
| 5 | Episode 5 | 2024-10-26 | Aired | |
| 6 | Episode 6 | 2024-10-27 | Aired | |
| 7 | Episode 7 | 2024-11-02 | Aired | |
| 8 | Episode 8 | 2024-11-03 | Aired | |
| 9 | Episode 9 | 2024-11-09 | Aired | |
| 10 | Episode 10 | 2024-11-10 | Aired | |
| 11 | Episode 11 | 2024-11-16 | Aired | |
| 12 | Episode 12 | 2024-11-17 | Aired |