K-dramas spotlight female desire and challenge social taboos
Actress Kim So-yeon guides audiences into a "world of fantasy" through adult products in JTBC’s drama “A Virtuous Business,” leading a shift in K-dramas that confront the repression of female desire.
In the drama, Kim’s character, Jung-sook, is a door-to-door saleswoman in the fictional 1992 town of Geumje, specializing in women’s vibrators. When a curious housewife, played by Kim Sung-ryung, asks if Jung-sook’s product truly leads to a "fantasy world," she gives an enthusiastic thumbs-up, saying, “Yes.” Jung-sook confidently declares, “I don’t think there’s anyone who’s tried it only once,” laughing about her newfound business success.
In another popular tvN series, "No Gain No Love," the main character Hae-young, played by Shin Min-a, boldly embraces the notion of responsible intimacy. Rather than abstaining, she prioritizes contraception, coining the mantra, “No condom, no sex,” and even accepts a vibrator gift from a friend.
These series join a recent wave of K-dramas challenging the traditional confines around women’s desires. Historically, female characters in dramas like "Mistress" (2018) saw their sexual expressions constrained to dark or illicit contexts.
By contrast, “A Virtuous Business,” "No Gain No Love" offer characters in pursuit of self-discovery, signaling a growing recognition of female autonomy in Korea's media.
“A Virtuous Business” was penned by Choi Bo-rim, known for "Rude Miss Young-ae," while "No Gain No Love" was written by Kim Hye-young - both female writers.
Shattering stereotypes
Today, when many young people are forgoing dating, marriage and childbearing, some see the rise of such themes in Korean dramas as a response to societal pressures.
In “A Virtuous Business,” Jung-sook faces harassment, from graffiti on her house labeling her with a red "X" and the word “SEX,” to narrowly escaping an assault. This is reminiscent of the backlash faced by "Love in the Big City," a Tving drama exploring LGBTQ+ relationships, which faced public pushback.
Popular culture critic Gong Hee-jung says, “Sexual desire is a fundamental human need, yet women have long been confined to the box of modesty,” adding that these dramas “highlight how such repression has rendered women vulnerable, while creating empathy for those denied recognition of their basic rights.”
Young viewers' interest in self-expression
Critics see these dramas as a response to narratives that blame women for low birthrates. While spotlighting societal double standards, “A Virtuous Business” and "No Gain No Love" present women’s desires without dismissing romance, marriage, or family.
Culture critic Bok Gil says, “These dramas gently argue that respecting female desires and dismantling biases are keys to addressing demographic challenges.”
According to a study by the Hankook Ilbo, teenage female viewership for “A Virtuous Business” grew by 233 percent from its debut to the latest episode, driven by the rarity of dramas centered on women’s self-exploration.
A growing openness to bold storytelling
The cast also embraced this shift in storytelling. Kim So-yeon, who portrays Jung-sook in “A Virtuous Business,” revealed that she visited an adult store with her husband, actor Lee Sang-woo, to prepare for the role.
“We wanted to deliver the message with humor and grace,” she said, noting the first sales scene took 12 hours to shoot. Kim Sung-ryung, who plays a housewife rediscovering herself, said, “It feels like the right time for these stories to come out.”
Actor Nam Yoon-soo, who plays a gay character in "Love in the Big City," expressed similar sentiments, saying, “Over the past few weeks, I’ve received countless messages thanking us for showing this love,” reaffirming his commitment to portraying his roles with authenticity.
source: The Korea Times
In the drama, Kim’s character, Jung-sook, is a door-to-door saleswoman in the fictional 1992 town of Geumje, specializing in women’s vibrators. When a curious housewife, played by Kim Sung-ryung, asks if Jung-sook’s product truly leads to a "fantasy world," she gives an enthusiastic thumbs-up, saying, “Yes.” Jung-sook confidently declares, “I don’t think there’s anyone who’s tried it only once,” laughing about her newfound business success.
In another popular tvN series, "No Gain No Love," the main character Hae-young, played by Shin Min-a, boldly embraces the notion of responsible intimacy. Rather than abstaining, she prioritizes contraception, coining the mantra, “No condom, no sex,” and even accepts a vibrator gift from a friend.
These series join a recent wave of K-dramas challenging the traditional confines around women’s desires. Historically, female characters in dramas like "Mistress" (2018) saw their sexual expressions constrained to dark or illicit contexts.
By contrast, “A Virtuous Business,” "No Gain No Love" offer characters in pursuit of self-discovery, signaling a growing recognition of female autonomy in Korea's media.
“A Virtuous Business” was penned by Choi Bo-rim, known for "Rude Miss Young-ae," while "No Gain No Love" was written by Kim Hye-young - both female writers.
Shattering stereotypes
Today, when many young people are forgoing dating, marriage and childbearing, some see the rise of such themes in Korean dramas as a response to societal pressures.
In “A Virtuous Business,” Jung-sook faces harassment, from graffiti on her house labeling her with a red "X" and the word “SEX,” to narrowly escaping an assault. This is reminiscent of the backlash faced by "Love in the Big City," a Tving drama exploring LGBTQ+ relationships, which faced public pushback.
Popular culture critic Gong Hee-jung says, “Sexual desire is a fundamental human need, yet women have long been confined to the box of modesty,” adding that these dramas “highlight how such repression has rendered women vulnerable, while creating empathy for those denied recognition of their basic rights.”
Young viewers' interest in self-expression
Critics see these dramas as a response to narratives that blame women for low birthrates. While spotlighting societal double standards, “A Virtuous Business” and "No Gain No Love" present women’s desires without dismissing romance, marriage, or family.
Culture critic Bok Gil says, “These dramas gently argue that respecting female desires and dismantling biases are keys to addressing demographic challenges.”
According to a study by the Hankook Ilbo, teenage female viewership for “A Virtuous Business” grew by 233 percent from its debut to the latest episode, driven by the rarity of dramas centered on women’s self-exploration.
A growing openness to bold storytelling
The cast also embraced this shift in storytelling. Kim So-yeon, who portrays Jung-sook in “A Virtuous Business,” revealed that she visited an adult store with her husband, actor Lee Sang-woo, to prepare for the role.
“We wanted to deliver the message with humor and grace,” she said, noting the first sales scene took 12 hours to shoot. Kim Sung-ryung, who plays a housewife rediscovering herself, said, “It feels like the right time for these stories to come out.”
Actor Nam Yoon-soo, who plays a gay character in "Love in the Big City," expressed similar sentiments, saying, “Over the past few weeks, I’ve received countless messages thanking us for showing this love,” reaffirming his commitment to portraying his roles with authenticity.
source: The Korea Times