In Episode 1 of A Virtuous Business, we are transported to Geumje, 1992, where the focus is on Han Jeong-sook, a dedicated mother and wife grappling with financial hardships. She works tirelessly to support her family, but her husband’s inability to keep a steady job deepens their financial woes. Their son, Min-ho, is starting school, which only adds to the mounting pressure of their overdue rent and daily expenses.
Jeong-sook’s husband is unreliable and, later in the episode, loses his job after lashing out at his boss. Despite this, he carelessly spends the little money they have left on alcohol, pushing Jeong-sook to the breaking point. She restrains herself from buying Min-ho a new school bag, but when her husband wastes their rent money, she decides to take drastic measures to support her family.
At school, Jeong-sook encounters Seo Young-bok. She discusses the local teacher’s quirks and touches on the frustrations in her own marriage. Another strong female character introduced is Ju-ri, who works at the local salon and fearlessly speaks her mind. In one scene, she stands up to a man who accuses her of distracting him with her appearance, showing her confidence and defiance.
One of the more layered characters is Oh Geum-hui, Jeong-sook’s employer and a seemingly lonely woman trapped in a loveless marriage with Choi Won-bong. When she suggests a romantic movie date, Won-bong dismisses her, making excuses. Their cold relationship stands in stark contrast to Geum-hui’s longing for connection. Geum-hui invites Jeong-sook to stay for tea, highlighting her isolation, but Jeong-sook, burdened by errands and responsibilities, has to leave.
After stumbling upon an ad for high-paying lingerie sales, Jeong-sook decides to take the job out of desperation, despite its adult product line. Interestingly, Seo Young-bok joins her in this venture. Although many potential saleswomen walk out when the more risqué items are revealed, the pitch’s promise of wealth convinces Jeong-sook to stay. The saleswoman, with years of experience in Seoul, provides them with adult products to sell, kickstarting their business.
Jeong-sook hopes to use Geum-hui’s house for sales, but Geum-hui is initially shocked at the idea of selling adult goods in her home. However, after another dismissive encounter with her husband, who accuses her of being out of touch, Geum-hui reconsiders. This leads her to join Jeong-sook’s sales efforts and even adopt a more modern look by getting a haircut from Ju-ri. Geum-hui’s participation signifies her desire to break free from the constraints of her traditional marriage.
Meanwhile, Kim Do-hyun, a high-ranking officer from Seoul, arrives in the small town of Geumje. His presence intrigues the local community, given his prestigious background. He quickly proves helpful, assisting Jeong-sook when she accidentally leaves her bag on a bus. However, a comedic moment ensues when her bag spills, revealing adult products, including handcuffs and a whip, causing embarrassment.
The climax of the episode occurs during a lingerie party hosted at Geum-hui’s home, attended by an eclectic group of women, including Young-bok and the Chairman’s wife, Young-ja. As Jeong-sook fumbles through her presentation of the adult products, things quickly spiral out of control when the police arrive, responding to rumors that the house is being used as a brothel. To Jeong-sook’s relief, Do-hyun covers for them, and the women manage to avoid legal trouble. However, the episode ends on a dramatic note when Geum-hui’s husband arrives home unexpectedly, finding Ju-ri in her underwear holding adult toys, further escalating the chaos.
Jeong-sook’s personal life takes another hit when word spreads about her lingerie business. Her husband, already disillusioned by her new venture, confronts her in a drunken rage. He accuses her of disgracing the family and equates her sales job to prostitution. Overcome with frustration, Jeong-sook defends herself, explaining that his neglect forced her to take action. In a fit of anger, he storms out, leaving Jeong-sook devastated. The next day, as she tries to move forward, she faces an even harsher reality—finding her husband in bed with another woman, her friend.
In the second episode of A Virtuous Business, the stakes rise significantly for Han Jeong-suk. The episode opens with a shocking scene—Jeong-suk walks in on her husband, Seong-su, engaging in an affair with none other than her close friend. The betrayal devastates Jeong-suk, leading her into a downward emotional spiral. Overcome with anger and heartbreak, Jeong-suk turns to alcohol, desperately trying to drown her sorrows. This leads to an unexpected encounter with Detective Do-hwan, the town’s newly appointed investigator. Although she feels humiliated the next day when they cross paths again, Jeong-suk tries to regain her composure.
Jeong-suk’s emotional turmoil dominates the early part of the episode. Her husband’s infidelity is a harsh blow, considering how she has been shouldering the financial burden of their household. She has long sacrificed her own happiness to keep her family afloat, only for Seong-su to betray her in the most personal way. In contrast, Seo Young-bok’s relationship is the opposite of Jeong-suk’s troubled marriage. Young-bok’s husband is deeply supportive, actively encouraging her to succeed in her lingerie business. His enthusiasm is partly fueled by a fortune teller’s prediction that financial success hinges on Young-bok’s venture. However, this seemingly positive encouragement inadvertently adds pressure on her to perform, making her business success a matter of not just personal pride but also fulfilling her husband’s expectations.
The women’s collective efforts to sell lingerie to local housewives offer comedic yet profound moments in the episode. While promoting their products in a local bathhouse, Young-bok stresses to the other women the importance of rekindling passion in their marriages, warning them that failure to do so may lead their husbands to seek affection elsewhere. This remark hits particularly hard for Jeong-suk, whose own marriage is on the brink of collapse. She hides her pain, choosing to channel her frustration into her work, as she and Young-bok strive to land a big sale.
The financial strain on Jeong-suk intensifies when the landlord confronts her about their overdue rent. Jeong-suk, resourceful and determined, uses the money from her lingerie sales to cover the rent rather than sending it to the company. While this offers temporary relief, the decision could backfire, adding further tension to her already complicated situation.
Seeking advice, Jeong-suk turns to Ju-ri, who encourages her to test the lingerie products herself in order to sell them more effectively. Ju-ri’s success in her own business stems from her hands-on approach, and she suggests that Jeong-suk follow suit. To facilitate this, the pair enlist the help of Geum-hui to translate the product’s English instructions. Intrigued by the product’s claims, the women embark on a humorous yet enlightening “self-study” session, further deepening their bond.
The second half of the episode showcases the women’s growing confidence in their business. Jeong-suk, Young-bok, and Ju-ri use humor and creativity to sell their products, drawing inspiration from historical figures like Cleopatra—though their facts may not always be entirely accurate! Regardless, their sales pitch proves successful, as they manage to sell a considerable amount of lingerie to the local women.
The episode takes a dramatic turn when Seong Mi-hwa, the woman who slept with Jeong-suk’s husband, shows up at the same bar where the women are celebrating. Jeong-suk chooses not to reveal Mi-hwa’s betrayal to her own husband, In-tae, out of respect for their friendship. However, when Ju-ri and Young-bok overhear the situation, they refuse to let it slide. In a moment of female solidarity and comic relief, the women throw a bucket of dirty water over Mi-hwa and flee, laughing down the street.
Geum-hui’s storyline reaches a turning point when she decides to assert herself against her controlling husband. After years of being dismissed and belittled, she announces her intention to join Jeong-suk and the other women in their lingerie business. Her husband, stunned by her boldness and physical beauty, is left speechless as Geum-hui seizes control of her life, symbolically shedding her traditional role as a subservient wife. Her husband, driven by lust over her sexy appearance, immediately kisses her and for the first time in a long time, they finally have passionate sex.
The episode closes with an intriguing twist involving Detective Do-hwan. In a cryptic phone call, he speaks in English, hinting that he is investigating something deeper in the town of Geumje. His true motives remain shrouded in mystery, leaving viewers to wonder what secret he is trying to uncover.