JTBC’s upcoming drama, A Virtuous Business takes viewers on a nostalgic journey back to the 1990s, exploring themes of female empowerment, friendship, and the pursuit of dreams.
The weekend drama, directed by Jo Woong and written by Choi Bo-rim, follows the lives of four women—dubbed the “Sisters of Door-to-Door Adult Products”—who boldly step into the adult product sales business in a rural village in 1992, a time when discussing sex was still taboo.
The cast includes Kim So Yeon as the quiet leader Han Jung-sook, Kim Sung Ryung as the intelligent Oh Geum-hee, Kim Sun Young as the passionate Seo Young-bok, and Lee Se Hee as Lee Joo-ri, the youngest and most blunt of the group. The drama explores their journey of independence, growth, and friendship, as they break societal norms and dive into this unconventional business, revealing their desires along the way.
On September 25, A Virtuous Business released a teaser video capturing the retro and comedic tone of the drama, using a home shopping format to promote the characters and products. The teaser effectively recreates the nostalgic feel of 1990s home shopping shows, with lively narration and retro video editing.
One of the featured items, the “Quiet Desire 3-piece set,” includes luxury underwear, fur handcuffs, and silk pajamas, all with a humorous twist. A phone order event is also featured, where viewers who call the number in the video can interact with Kim So-yeon herself and win prizes.
Additionally, nostalgic flyers showcasing the “Bangpan Sisters” characters will appear in October issues of Elle, Cosmopolitan, and Bazaar magazines, with QR codes linking to the promotional video and a chance to participate in the event.
A Virtuous Business is already delighting potential viewers with its creative marketing and 90s-inspired theme. The drama will premiere on October 12 at 10:30 PM on JTBC.
