The new Netflix K-drama A Virtuous Business takes viewers on a unique journey through South Korea’s evolving stance on intimacy and taboos. Set in 1992, it follows the "Bangpan Sisters," four bold women selling adult products door-to-door in a conservative rural area, blending humor and resilience to address topics often kept private.
South Korea’s approach to intimacy has long been complex and reserved. As Korea Times reported on October 15, 2023, while traditional views still dominate, adult stores are commonly found in areas like Seoul’s Gangnam and Itaewon. These neighborhoods blend discretion with accessibility, providing educational elements designed to promote safe practices.
In places like Seoul’s Itaewon and Gangnam districts, adult shops operate with a low profile. These areas have seen stores adapt, creating safe, welcoming environments for customers from various backgrounds, offering products from wellness items to education-oriented services.
A notable example of this evolution is the Spotlight store in Gwangju. According to Gwangju News GIC (October 2023), this shop combines retail with educational outreach. Owned by a progressive young couple, Spotlight hosts monthly "sex-minars" to educate patrons on wellness in a supportive setting, paving the way for open discussions on traditionally sensitive topics.
Seoul has also seen a rise in adult experience shops, as reported by the Korea Times on October 5, 2023. Speciality shops offering life-sized dolls have emerged following eased regulations, though they remain controversial. These shops reflect South Korea’s evolving views on adult lifestyles, blending modern acceptance with traditional values and sparking ongoing cultural debates.
A Virtuous Business — A Story of Courage and Breaking Taboos
A Virtuous Business cleverly mirrors this cultural duality, using humor and heartfelt moments to explore the delicate balance between traditional values and modern perspectives. It captures how, even in the 1990s, South Korean women led discussions on intimacy, paving the way for progressive dialogues.
As Korea's adult product industry evolves, dramas like A Virtuous Business offer audiences a nuanced portrayal of societal changes. Through its story of growth and friendship, the drama highlights how conversations on intimacy can bring communities together — even in the most reserved societies.
For viewers seeking insightful narratives about empowerment, A Virtuous Business stands out. It invites audiences to reflect on societal norms while celebrating individual courage in breaking down taboos.
A Virtuous Business premiered on October 12, 2024 on JTBC and runs for 12 episodes every Saturday and Sunday at 22:30 KST until November 17.
What are your thoughts on South Korea’s evolving conversation around intimacy? Do you think dramas like A Virtuous Business help bring these topics into the spotlight?
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