A Virtuous Business (2024)

A Heartwarming, Empowering Drama with a Flawed Finish

Set in 1992 South Korea, A Virtuous Business tackles bold themes of female empowerment and sexuality against the backdrop of a conservative society. This quirky, heartfelt drama blends comedy, melodrama, and a touch of mystery, delivering a compelling narrative driven by the bonds of four remarkable women. While it shines in its character-driven storytelling and vibrant aesthetics, an uneven ending and underdeveloped subplots prevent it from reaching its full potential.

At the heart of the story is Jeong-suk, a former beauty contest runner-up now living a modest life in the small town of Geumje. Struggling to make ends meet with her son, Min-ho, and her unfaithful partner, Seung-soo, Jeong-suk’s world shifts when she discovers Seung-soo’s affair. This betrayal sparks her journey of self-discovery, leading her to join Fantasy Lingerie, a venture selling adult products like lingerie, whips, and chains.

Jeong-suk teams up with Yeong-bok, a resilient mother of four, and later meets Ju-ri, a vibrant single mother and salon owner who embraces her femininity unapologetically. Rounding out the quartet is Geum-hui, a privileged yet unfulfilled housewife married to Won-bong. Together, these women form an unbreakable bond, navigating societal pushback, personal struggles, and hilarious mishaps as they peddle their provocative wares.

The show starts as a quirky comedy, with laugh-out-loud moments as the women awkwardly market their products. However, it gradually shifts into a sentimental, slow-burn melodrama, exploring deeper themes of self-worth, independence, and the pursuit of personal happiness.

Woven into the narrative is a mystery surrounding Do-hyeon, a detective new to Geumje, searching for his birth mother. Armed with only vague memories, burn marks on his arm, and a gut feeling, Do-hyeon’s quest intersects with Jeong-suk’s journey. Their budding romance is tender and heartfelt, grounding the drama’s more comedic and dramatic elements. However, the show’s attempt to juggle additional subplots dilutes its focus, contributing to its uneven pacing.


STRENGTHS: FRIENDSHIP AND EMPOWERMENT

The drama’s greatest asset is the chemistry among its four leads. Their friendship, reminiscent of Thirty-Nine but executed with greater warmth and authenticity, is the emotional core of the series. The writers skillfully shift the spotlight from Jeong-suk to the other women midway through, delving into their backstories and struggles. Yeong-bok and Geum-hui, in particular, face significant hardships, making their arcs feel especially poignant and impactful.

A Virtuous Business delivers a powerful message about embracing femininity and pursuing personal fulfillment, both sexually and in life. It educates its audience with sensitivity, challenging societal taboos while celebrating women’s strength and resilience. The show’s aesthetic complements its storytelling, with distinct set designs, well-crafted costumes, and a vibrant small-town atmosphere. Flashbacks are seamlessly integrated, and the soundtrack, featuring a quirky title track and soulful ballads, enhances the emotional depth. At a brisk pace, the episodes avoid overstaying their welcome, with sharp editing keeping the narrative engaging.


WEAKNESS: A DISAPPOINTING ENDING

Despite its strengths, A Virtuous Business stumbles in its final act. It falls victim to a rushed and unsatisfying conclusion. A time-jump trope disrupts the narrative flow, leaving several subplots unresolved. Yeong-bok’s marital arc, Ju-ri’s romantic prospects, and the future of Fantasy Lingerie are left ambiguous, while secondary characters, like Yeong-bok’s children, are sidelined entirely. This lack of closure undermines the show’s earlier momentum and sours its otherwise strong character work.

While Jeong-suk’s transformation from a timid housewife to a confident, independent woman is the drama’s central focus, it comes at the expense of the other characters’ development. By the end, Jeong-suk’s arc feels less compelling compared to Yeong-bok and Geum-hui’s, whose struggles carry greater emotional weight. The shift in Jeong-suk’s role, moving from self-discovery to supporting others, feels like an acknowledgment of this imbalance, but it’s not enough to fully redeem the uneven character focus.


FINAL THOUGHTS

A Virtuous Business is a delightful and empowering K-drama that blends humor, heart, and bold themes with a memorable cast. The friendship among its four leads, coupled with strong backstories and a vibrant aesthetic, makes it a standout. However, a disappointing ending and unresolved subplots hold it back from greatness. Despite its flaws, the drama’s infectious charm and meaningful message make it a worthwhile watch for fans of character-driven stories and female-led narratives.

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