Edited by Seo Hayne
Translated by Kim Hoyeun
JTBC’s new drama, A Virtuous Business, set in the sexually conservative 1990s, tells the story of four women who dive into the adult toy business. Jung Sook, effectively the head of her household in place of her inept husband, works as a housekeeper in a wealthy local home, and glues doll eyes at home after hours. One day, struggling to make rent, she stumbles upon a newspaper ad and steps into the new world of door-to-door adult toy sales. Kim So Yeon, previously known for her striking role as the villainess Cheon Seo Jin in The Penthouse, portrays an entirely different character here. Jung Sook, who even blushes at the mildest sexual joke, starts selling adult toys purely to make ends meet.
Jung Sook is not uniquely exaggerated. During the ’90s in Korea, it was taboo for women to express or share their sexual preferences and desires. A Virtuous Business, a remake of the 2016 British drama Brief Encounters, does not exploit its bold subject for mere thrills but authentically reproduces the sentiment of the era. Rather than framing discussions about the feel of underwear or adult toy reviews with B-movie campiness, the drama delves into how these women discover renewed hope and vitality, forging meaningful new relationships.
The narrative equally covers the stories of four women who start door-to-door sales centered around Jung Sook. Geum Hee (Kim Sung Ryoung), a highly educated woman, realizes how lonely and mundane her life has become after moving to the countryside to support her husband. She offers her home as a sales venue to Jung Sook, becoming her material and emotional pillar. Young Bok (Kim Sun Young), a mother of four, epitomizes resilience and adaptability. With her optimistic attitude, she becomes interested in the job and supports Jung Sook during her initial hesitation. Joo Ri (Lee Se Hee), a single mother who runs a small hair salon, works harder to protect her child on her own. The drama shows them becoming honest with their desires and evolving into confident women through their trial and error in sales—a transformation also mirrored by their local customers.
The plot also includes intriguing conflict and crisis narratives. Jung Sook is devastated after witnessing her husband (Choi Jae Rim) cheat with his high school friend (Hong Ji Hee). Upon discovering this, the three women help Jung Sook execute a light revenge. This incident significantly strengthens their relationship beyond mere business. In episode two, someone vandalizes Jung Sook’s home with offensive graffiti, putting her at risk of being shunned by the community. Here, police officer Do Hyun (Yeon Woo Jin), who keeps crossing paths with Jung Sook, appears likely to become her ally. As a cop from Seoul, his mysterious rural transfer and the secretive case he’s investigating arouse curiosity.
Meanwhile, episode three heightens tension with the foreshadowing of Jung Sook’s son’s disappearance. How the story of women who dared to venture into the taboo business of adult toys and the mysterious atmosphere spreading through the village will unfold remains eagerly anticipated. (8/10)
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Editor Seo Hayne: I like actors as they faithfully lead through their long running-time. I also like idols who accomplish everything on stage within 3 minutes.
