A Virtuous Business (2024)

A Virtuous Show….?

I promised an update after this show ended so here it goes.


Character Breakdown

Han Jeong Suk a compelling character with a journey that captures resilience and growth. Starting as a wife married to an unreliable husband, she eventually discovers his infidelity and courageously ends the toxic relationship. Her transition into the lingerie business marks a bold turning point, showcasing her strength and independence. The friendships she builds along the way add depth to her character and emphasize the importance of support networks. However, the addition of a romantic subplot feels misplaced. While there’s nothing wrong with her finding love again, it detracts from the more empowering narrative of her focusing on her business and son. Overall, Han Jeong Suk shines as a character, but the writing could have leaned more into her personal and professional development without the romance.

Kim Do Hyeon is a character whose impact on the story feels minimal, neither enhancing nor detracting from the main plot. His inclusion in the show seems more like a filler than a necessity, as the narrative would have progressed just as well without him. The subplot about his childhood abduction feels out of place and overly convoluted, adding little value to the overall storyline. While giving him a backstory is understandable, a simpler approach such as him being a police officer transferred to the countryside due to resource shortages would have sufficed and kept the focus on the central themes & characters of the show.

O Geum Hui is a standout character whose journey offers a refreshing take on transformation and empowerment. Coming from a posh, educated background and transitioning from city life to being a countryside housewife and then venturing into the lingerie business was an inspired choice by the writers. Her storyline provides a clever way to explore rebellion and self-discovery, highlighting her boldness in unexpected ways. Her character adds depth to the group dynamic, emphasizing how a shared goal can unite women from diverse backgrounds. The balance she brings to the friendship circle is both compelling and heartwarming, making her an essential part of the story’s charm.


Seo Yeong Bok is a fascinating character who brings a unique perspective to the story. Despite being uneducated and living a typical countryside life, she breaks the mold by being open-minded and adventurous, which sets her apart from the traditional portrayal of women in her setting. As the breadwinner of her family, she defies the norms of her time, showcasing a resilience and strength that make her highly relatable and admirable. Her encouragement of Jeong Suk to stay in the lingerie business meeting highlights her role as a motivator and catalyst for change. Seo Yeong Bok’s character not only reflects the struggles of women in her era but also their capacity to adapt and thrive despite societal expectations.


Lee Ju Ri is a bold and multifaceted character who brings a modern and rebellious energy to the story. As a young single mother running a seemingly successful hair salon, her decision to enter the lingerie business despite its taboo reputation underscores her courage and determination to challenge societal norms. Already a “social anomaly” due to her teenage motherhood and provocative fashion choices, she stands out as someone unapologetically true to herself. Despite the generational gap between her and the other women, her seamless integration into their group highlights the universal nature of shared goals and mutual respect. Lee Ju Ri’s character enriches the narrative by showcasing how differences in age and background can be bridged through solidarity and friendship.


Um Dae Geum is undeniably an oddball, and his addition to the story feels out of place, especially as a love interest for Ju Ri. Her character, as initially established, thrives independently, content with her life as a single mother. Introducing Dae Geum undermines that dynamic, as Ju Ri didn’t need a romantic partner to complete her arc. His portrayal as a filial, naïve, and gullible young man seems intended to create contrast with Ju Ri’s bold and self-assured persona. While this pairing might work in a lighthearted drama, it feels forced and unnecessary.

Interestingly, Dae Geum’s character traits his innocence combined with an unsettling naivety could indeed have lent themselves to a darker twist if the story had leaned into a more serious tone. With subtle tweaks, he has all the makings of an unsettling character, and the dynamic with Ju Ri might have been more compelling if it had explored darker or more complex psychological layers. As it stands, however, his role feels more like filler than a meaningful contribution to the narrative.

My Thoughts!

A missed opportunity in the story was the lack of exploration of Jeong Suk’s best friend’s affair and its fallout. The revelation that her friend was sleeping with her husband and later becoming pregnant with what was likely his child was a deeply personal and dramatic twist that could have added layers to Jeong Suk’s journey. This subplot had the potential to delve into themes of betrayal, forgiveness, and self-reinvention, perfectly aligning with the central narrative of the four women and their lingerie business.

Instead of the unrelated and somewhat jarring subplot of the police officer’s childhood abduction, the show could have used this betrayal to deepen Jeong Suk’s character development. Her friend’s role could have served as a constant reminder of her struggle, while also being a driving force behind her determination to succeed independently. It would have tied directly to the story’s central themes of women finding strength in adversity and building something for themselves. Exploring this angle would have kept the narrative focused and more emotionally resonant while enriching Jeong Suk’s storyline.

A Virtuous Business is a standout drama that shines in its portrayal of women’s lives, challenges, and triumphs. While it isn’t without flaws, the show’s focus on women from diverse backgrounds and the dynamics of their friendship sets it apart from the typical romance-driven narratives we often see. The way the drama takes us on their journey through struggles, growth, and moments of joy feels authentic and heartfelt, with characters written in a way that is both relatable and empathetic, even if you can’t directly identify with their experiences.

However, the inclusion of Do Hyeon’s childhood abduction subplot feels unnecessary and detracts from the otherwise tightly-knit story. It introduces an element of mystery/crime that doesn’t quite fit the tone of the show. Similarly, Ju Ri’s hasty romance arc feels forced and disrupts the character’s strong, independent narrative that was already perfectly established.

Despite these missteps, A Virtuous Business excels at centering women’s stories and exploring their individuality, solidarity, and resilience. It’s refreshing to have a drama where the heart of the story is about women’s lives and connections, not just their romantic pursuits. With a bit of trimming of the less relevant subplots, this drama could have been perfect.

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A Virtuous Business truly feels like an underrated gem amongst all the k-dramas that have come out this year, but it was never really on my radar until I stumbled upon it on Netflix once it started airing, but I was truly enthralled by every single episode and had a great time from start to finish. And it’s always wonderful when stories manage to surprise you like that.

There was something just so effortless and charming about the setting and the main characters, but they all seemed to be those moms who would usually never get to be in the lead role in most other stories, but here they got the spotlight. This variety of women who live in this small community inside this small town where nothing really happens. Until it does.

It is wonderful to see how they gradually started to bond and form friendships through their unusual business and the circumstances they face because of it, but also gain a certain sexual liberation and ways to show and express their desires, even if society does not want to admit that women over a certain age can have any sorts of desires.

But it was that aspect of the story that made many kdrama viewers did not notice this drama or pay much attention to it. It’s not a romcom, it doesn’t have the typical romance or characters, and it certainly did not feature a young heartthrob in the lead role. And the kdrama space, just like our society tends to put men at the center and their roles in the lives of women which is often why romance is such a focal point in our lives. We are all meant to be in love (with men).

There was plenty of fun to be had since the humor was good and with a heartwarming little romance as a side story which fitted a story such as this But the true love story here is the love between these women and how they grow with each other, and the drama seemed to understand that.

One thing this drama did very well was to show how the image and sense of self of these women within the society was often tied to their husbands and children. The men around them shaped their lives and the narrative that not only the story told, but also the people around them did, through the gossip that spread and how the actions of those men sometimes had greater consequences on the woman, which was something that most of them did not think or care about. So many things became a burden for the woman. And she is admired or pitied because of their behavior. Or their lack of a man, even.

The drama may have shied away a bit or hesitate to go all the way with the sex toy storyline, but it does fit the time and the characters who are the main protagonists of the story. And while the business around sexy lingerie and sex toys certainly liberated them to a certain extent, they were still allowed to be a little prudish despite being allowed to express their desires. But the real liberation within the story was their friendship. Because without it, they were quite isolated.

The romance or love within the story was, again, the love between these women and themselves, even though that story also brought out some rekindled emotions and the fun little flings and flirting. All of them got a man in their lives, for better or for worse, in the end. Because no woman in society is complete without a man. And I felt like the drama understood how that is how society sees the purpose of women. The main romance was very slow, which suited the story very well and never took too much time away from the main plot.

My biggest fail mark within the story is the investigation and the lost child-cold case that was a side story there dragged on a bit and sometimes I felt like that part of the story was hardly more than an excuse to give the main male character (and the only man there who was decent) more to do and fill in some dead time. It all came together in the end, which I was sure it would, and it was done in a kind of predictable way, and I’m still not sure if it added anything to the story or if the drama wouldn’t have worked perfectly without it.

Overall, it was a fun, lighthearted and easy watch where the hours flew by and the screenwriters did a good job of cramming all the character development and the slow-burning romance and wonderful friendship and everything else you could want from a drama like this in 12 episodes – but I will continue to insist that it’s a little too short for a traditional kdrama storyline and the pacing they’re used to having. But neither the character development nor the plot seemed too rushed here and the focus to tell a very funny and heartfelt little story about small town women, their quirky neighbors that make up their community and friendship never truly wavered.

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