In a world where “virtuous” often equates to demure and modest, A Virtuous Business boldly challenges societal norms. Episodes 3 and 4 delve into the lives of four women navigating the unconventional terrain of the adult toy and lingerie industry. These trailblazing entrepreneurs, defying the puritanical gaze of their neighbors, embody a unique brand of courage and resilience.
As they navigate the treacherous waters of judgment and rejection, these women discover that true virtue lies not in societal conformity, but in the strength to embrace one’s choices and persevere against all odds. The episodes offer a thought-provoking exploration of female empowerment, the complexities of human relationships, and the unexpected rewards that can arise from stepping outside the boundaries of conventional morality.
TL;DR
- Don’t let judgment define you: Embrace your choices and don’t be afraid to step outside of societal norms.
- Resilience is key: Even in the face of adversity, staying strong and determined can lead to unexpected rewards.
- Relationships matter: Building supportive relationships can help you overcome challenges and achieve your goals.
- Personal growth is a journey: Embarking on a new venture can lead to personal growth and self-discovery.
- Success can come in unexpected forms: Sometimes the greatest rewards are not material, but rather the lessons learned and the relationships formed.
In the 1990s, four trailblazing women defy societal norms by stepping into an industry that, let’s be honest, nobody wanted to talk about—adult toys and lingerie. Yes, you heard that right. In a time when it was still considered taboo, they sold these “controversial” products door-to-door in their neighborhood. Each of these bold women had their own personal reasons for embarking on this unconventional business path. And as expected, their experiences in dealing with the judgmental glares of their neighbors formed a bond between them that only a shared uphill battle could create.
Despite endless rejection and judgment from the so-called “good” people around them, these ladies were not about to give up. In fact, the more resistance they faced, the more determined they became. The icing on the cake? Discovering just how much money could be made in this risky venture. Ah, nothing like a little taste of success to keep you going, right?
Struggles and Judgement, Oh My!

Let’s talk about Jung-sook, the woman who just can’t seem to catch a break. Not only is she dealing with neighborhood ajummas who have nothing better to do than throw shade, but she’s also the latest subject of local gossip. The rumor mill is buzzing about her husband leaving her, and—surprise, surprise—everyone blames her. Because obviously, it’s always the woman’s fault, right?
You’d think her mother, of all people, would have her back. Nope. When she hears that Sung-soo, Jung-sook’s husband, cheated on her, instead of a comforting word, Mom adds insult to injury. She outright refuses to help care for Min-ho, her grandson, unless Jung-sook stops selling “vulgar” products. Talk about adding salt to the wound. Rejection from neighbors is one thing, but hearing that from your own mother? That hits hard.
Thankfully, there’s one person who isn’t judging her—Do-hyun, the neighborhood’s most sensible man. He not only offers to investigate the vandalism of her home but also helps clean up the graffiti to spare her son from seeing it. Talk about chivalry. And when Do-hyun catches the culprit—a local shop owner—Jung-sook graciously agrees not to press charges as long as the man apologizes. For someone who’s been through the wringer, Jung-sook shows a surprising amount of kindness and backbone.
But let’s be real—does the neighborhood direct their judgment toward the vandal? Of course not. According to them, it’s still all Jung-sook’s fault. Apparently, her “vulgar” choices led this poor, innocent man to commit a crime. Because, obviously, a grown man couldn’t possibly be responsible for his own actions, right?
The Awkward Party and The Missing Child

Just when you think things couldn’t get any worse for Jung-sook, she’s roped into hosting a home party for her cheating friend Mi-hwa—courtesy of Mi-hwa’s clueless but sweet husband, In-tae. Yes, you heard that right. Awkward doesn’t even begin to cover it, but at least Jung-sook gets to make money off Mi-hwa’s discomfort and guilt. Call it a silver lining.
During this awkward event, things take a dramatic turn when Min-ho, Jung-sook’s son, goes missing while In-tae is supposed to be watching him. Cue a frantic search involving Jung-sook, Mi-hwa, In-tae, and Do-hyun. Even Jung-sook’s mom joins the search—though, true to form, she uses the opportunity to berate her daughter rather than offer any actual comfort. At one point, she even slaps Jung-sook, leaving a cut on her cheek. If that’s what maternal love looks like, no thanks.
Thankfully, Min-ho is found unharmed, waiting outside his dad’s old workplace, hoping to ask the boss to rehire his father. The poor kid thinks his dad left because he needed to find work in another town. Heartbreaking doesn’t even begin to describe it. And yet, Jung-sook, like the superhero mom she is, smiles through her own heartbreak and helps her son adjust.
Motherhood: Silent Sacrifice

Episodes 3 and 4 showcase a recurring theme—mothers sacrificing in silence while putting on a brave face for their kids. Jung-sook does it. Her mother did it before her. Although it’s clear that Jung-sook’s mother’s harsh treatment stems from fear—fear that her daughter will end up like her—it’s still no excuse. Fear or not, treating your child like crap and failing to support them? Not cool. Eventually, they share a heart-to-heart, softening her mother’s stance. Maybe, just maybe, she’ll stop judging Jung-sook and step up to help care for Min-ho.
Comic Relief: Enter Dong-woo

And now, for a little comic relief: Ju-ri’s son, Dong-woo. This kid is a gem. He listens to tea ceremony radio programs to feel “classy” while sipping his hot chocolate, drops wisdom he gleans from women’s magazines, and wears glasses and suspenders like a pint-sized intellectual. I mean, how could you not love him? He and Min-ho become fast friends, with Dong-woo playing the role of the wise, long-suffering mentor despite being the same age.

And, in a twist only a kid could deliver, Dong-woo suggests to his mom that she needs a side hustle to ease her financial stress. Naturally, Ju-ri takes his advice and joins the ranks of Fantasy Lingerie saleswomen. With a few successful parties, Ju-ri and Jung-sook rake in more money than they ever thought possible. Suddenly, they can pay their rent—and have enough left over for a few luxuries. It’s almost like winning the lottery.
Strategy and Success: From Door-to-Door to Data-Driven
Not content with just getting by, Jung-sook’s business brain kicks into gear. She devises a plan to gather data from potential customers through a survey. Unsurprisingly, the response rate is abysmal. In fact, the only person willing to answer is Do-hyun, who just can’t say no to her puppy-dog eyes. He’s not exactly their target demographic, but hey, at least someone’s filling out the form, right?
Not one to give up easily, Jung-sook and her team take a new approach: they set up a booth, offering free gifts to anyone who completes the survey. At first, people are hesitant. But when Jung-sook boldly confronts the issue head-on, asking why she should be ashamed of trying to put food on the table, a few women cave in. Before long, the floodgates open, and even a couple of men join in for the freebies. It’s a smashing success.
Do-hyun’s Secret Investigation

While all this is happening, Do-hyun quietly continues his own investigation. He’s looking into a fire that ravaged the neighborhood 30 years ago. Leads are few and far between, but his curiosity is piqued. At the same time, his feelings for Jung-sook are becoming obvious, as evidenced by the soft smile that lights up his face whenever she’s around. Crush alert!
In the epilogue, Do-hyun has a nightmare about the fire, with a baby crying inside a burning room. A woman rescues the baby and hands it off to a nun at a church, but her face is blurred. Do-hyun wakes up gasping. Was he the baby? Is he trying to find the woman who saved him? The mystery deepens, and we’re left with more questions than answers.
Resilience in the Face of Adversity
Now, let me get personal for a moment. What’s most striking about A Virtuous Business is the resilience these women show, despite overwhelming adversity. They’re judged, ostracized, and criticized for simply trying to make a living in an industry that makes people uncomfortable. Yet, they persevere. They’re not asking for approval—they’re asking for respect. And that’s something everyone, regardless of their line of work, deserves.
The character of Jung-sook, in particular, is a testament to this resilience. She’s faced with rejection from her neighbors, betrayal from her husband, and harsh judgment from her own mother. But instead of crumbling, she stands firm. Every setback is met with determination. She’s the kind of person who turns rejection into motivation—something we could all learn from.
Final Thoughts: A Lesson in Strength
In the end of this K-Drama, A Virtuous Business isn’t just about four women selling adult toys. It’s about strength, perseverance, and the friendships that form when you’re up against the world. These women are fighters. And while society might be quick to judge, it’s clear that they’re going to continue pushing forward. And if there’s one thing I’ve learned from them, it’s that success comes to those who refuse to give up—no matter how tough the road might be.