Where to Stream A Virtuous Business (2024): A K-Drama Comedy Series

A Virtuous Business (Korean: 정숙한 세일즈) is a 2024 South Korean comedy-drama series that has taken the K-drama world by storm. Written by Choi Bo-rim and directed by Jo Woong, the series is a remake of the 2016 British show Brief Encounters, originally written by Oriane Messina and Fay Rusling. Premiering on JTBC on October 12, 2024, this lighthearted but powerful drama takes a deeper look at the lives of four women in the 1990s as they venture into door-to-door sales of adult products, challenging societal norms and finding empowerment in unexpected ways.

With an all-star cast led by Kim So-yeon, Yeon Woo-jin, Kim Sung-ryung, Kim Sun-young, and Lee Se-hee, A Virtuous Business captures the essence of female friendship, self-discovery, and the pursuit of financial independence in a time when conversations about sex were considered taboo in Korea. The series also highlights the transformation of traditional gender roles in a rural village setting, combining humor with heartfelt drama.

Plot

Set in the rural village of Geumje in 1992, A Virtuous Business follows the journey of four women who come together to start an unconventional business: door-to-door sales of adult products. Though their motivations differ, they form an unbreakable bond through their work, leading to personal growth, new opportunities, and the breaking of long-held taboos.

• Han Jeong-suk (Kim So-yeon) is a former local beauty pageant runner-up turned housewife, living a modest and ordinary life. Married to her first love, Jeong-suk faces financial hardships that lead her to jump into door-to-door sales. Initially driven by the need to make ends meet for her family, Jeong-suk soon discovers her knack for marketing and sales, leading her to newfound independence.
• Oh Geum-hui (Kim Sung-ryung) is the elegant, well-educated woman from a prestigious background. After marrying through an arranged marriage, she finds herself trapped in a dull and unfulfilling life in her husband's rural hometown. To help Jeong-suk, her former housekeeper, Geum-hui joins the sales venture, which gives her a chance to rediscover herself.
• Seo Young-bok (Kim Sun-young) is a loving mother of four, living in cramped conditions with her family. Despite a strong relationship with her husband, poverty overshadows their happiness. To provide a better life for her children, she starts working in sales, using her humor and resilience to tackle life's challenges.
• Lee Ju-ri (Lee Se-hee) is a single mother running a beauty parlor. At first, she views the door-to-door sales as a fun distraction from her mundane routine, but soon, she becomes the energetic spark of the group. Ju-ri’s lighthearted approach helps her sisters-in-arms stay optimistic even during tough times.

Meanwhile, Kim Do-hyun (Yeon Woo-jin), a detective from a wealthy family with an Ivy League education, transfers to the small town. Despite his professional success, he hides a secret connection to Geumje and its residents.

Through these women’s entrepreneurial journey, A Virtuous Business showcases their battles against societal expectations, explores the growth of each character, and highlights how they bond over their shared experiences.

Cast and Characters

• Kim So-yeon as Han Jeong-suk: A housewife turned marketing genius who discovers her potential through door-to-door sales.
• Yeon Woo-jin as Kim Do-hyun: An enigmatic detective with ties to the village of Geumje.
• Kim Sung-ryung as Oh Geum-hui: A refined woman grappling with her identity in a stifling marriage.
• Kim Sun-young as Seo Young-bok: A determined mother trying to provide a better life for her children.
• Lee Se-hee as Lee Ju-ri: The lively, bold single mother who lifts her friends’ spirits with her humor and optimism.

Production

In March 2024, the main cast of A Virtuous Business was confirmed, with Kim So-yeon, Lee Se-hee, Kim Sung-ryung, and Kim Sun-young leading the series. By July 2024, Yeon Woo-jin joined the production as the male lead, completing the main ensemble. The show is co-produced by HighZium Studio and 221b, with SLL providing overall production support.

Episode Guide and Viewership

A Virtuous Business premiered to high viewership ratings, with the first episode earning a 3.86% audience share nationwide, making it the most-watched program in its time slot. The second episode's ratings climbed to 4.54%, further solidifying the show's popularity.

• Episode 1 (October 12, 2024): 3.86% Nationwide, 3.99% Seoul
• Episode 2 (October 13, 2024): 4.54% Nationwide, 4.67% Seoul
• Episode 3 (October 19, 2024): TBD
• Episode 4 (October 20, 2024): TBD
• Episode 5 (October 26, 2024): TBD
• Episode 6 (October 27, 2024): TBD
• Episode 7 (November 2, 2024): TBD
• Episode 8 (November 3, 2024): TBD
• Episode 9 (November 9, 2024): TBD
• Episode 10 (November 10, 2024): TBD
• Episode 11 (November 16, 2024): TBD
• Episode 12 (November 17, 2024): TBD

While A Virtuous Business is filled with lighthearted moments and comedic situations, it delves into significant themes such as female empowerment, independence, and the breaking of gender stereotypes. The women's struggles reflect broader societal issues from the 1990s, particularly the societal expectations placed on women to conform to traditional roles, while their venture into the taboo world of adult product sales challenges those norms.

The show balances humor with emotional depth, exploring not only the characters’ personal lives but also the societal pressures they face. The “Bangpan Sisters” learn to embrace their true selves, support each other, and navigate the obstacles that come their way.

Streaming and Availability

A Virtuous Business airs every Saturday and Sunday at 22:30 (KST) on JTBC. The series is also available for streaming on Netflix in selected regions, allowing international viewers to enjoy the show.

A Virtuous Business is more than just a K-drama; it’s a story about resilience, friendship, and the power of women reclaiming their lives. With a compelling narrative set in the 90s and a talented cast that brings humor and heart to every scene, the series is quickly becoming a favorite among K-drama fans. The bold and unconventional business venture at the heart of the story provides endless laughs, while the characters' growth adds layers of emotional depth, making it a must-watch series this season.