# A Virtuous Business (2024)

> Four rural women in 1992 Korea start an adult products business in search of purpose and independence.

Canonical page: https://ember.film/tv/169923

## Facts

- Seasons: 1
- Episodes: 12
- Episode runtime: 70 min
- Status: Ended
- Genres: drama, comedy
- Created by: Choi Bo-rim
- Network: JTBC
- Cast: Kim So-yeon, Yeon Woo-jin, Kim Sung-ryung, Kim Sun-young, Lee Se-hee, Kim Won-hae, Kim Jeong-jin, Choi Jae-rim
- TMDB rating: 7.3/10
- IMDb: https://www.imdb.com/title/tt33509073/

## Ember's analysis

- Pacing: measured
- Intensity: mild
- Complexity: accessible
- Violence: none
- Tone: nostalgic, comedic, warm, bittersweet, cozy

## What critics say

Audiences rate the single season positively, praising its warm portrayal of rural women's friendship and self-discovery.

## Synopsis

A Virtuous Business (2024) is a South Korean comedy drama series created by Choi Bo-rim for JTBC, a single-season limited series of twelve roughly seventy-minute episodes. Four rural women, led by Han Jeong-suk (Kim So-yeon), start an adult products business in 1992 in a provincial village, driven by a hunger for purpose, opportunity and independence. Their engine is the everyday friction of building a company from nothing: stubborn village gossip, male gatekeepers and suppliers who underestimate them, and the tension between their dreams and the families and reputations they must protect. Kim Do-hyeon (Yeon Woo-jin), Oh Geum-hui (Kim Sung-ryung) and Seo Yeong-bok (Kim Sun-young) anchor the ensemble, each carrying their own personal stakes alongside the business. The show balances sharp, warm humor with frank treatment of a taboo trade and the pressures of a conservative community. Its nostalgic, cozy atmosphere evokes early-nineties Korea through its clothes, music and village rhythms. Fans of Reply 1988 and Hospital Playlist will find resonance in its close-knit female friendships, workplace camaraderie and bittersweet optimism. The series is a mature, character-driven ride about women reclaiming their own futures.

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