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A Virtuous Business: Episodes 3-4

Our intrepid businesswomen continue their uphill battle to convert their ajumma neighbors into customers. Despite their best efforts to stay upbeat, the constant rejection and judgment from everyone around them isn’t easy to bear. But our ladies are the defiant type, so the more resistance they face, the more ready they are to put up a fight. Getting a taste of how lucrative the business can be doesn’t hurt their motivation either.

 
EPISODES 3-4

These judgy neighborhood ajummas can really wear a person down. Jung-sook can’t catch a break – not only is everyone hating on her for her choice in business, but rumors of her husband leaving her are swirling around. Of course, everyone blames her for that, too.

At the very least, you’d think her mother would be on her side. Instead, her mom barely shows an ounce of sympathy after hearing Sung-soo cheated on her daughter and goes as far as to tell Jung-sook she won’t look after Min-ho, her own grandchild, if Jung-sook continues to sell “vulgar” products. Jung-sook can handle the rejection from her neighbors, but hearing that from her own mother is devastating.

Only the more worldly Do-hyun seems genuinely on Jung-sook’s side and doesn’t pass judgment. He readily offers to investigate the vandalism of her home and even helps her clean up the graffiti so her son won’t see it. When Do-hyun catches the culprit, a local shop owner Jung-sook knows, she agrees not to press charges but only if the man apologizes. She may be kind and timid, but Jung-sook is no pushover.

If you think the neighbors will now target the vandal with their judgment, think again. Nope, this too is all Jung-sook’s fault. Her vulgar choices pushed a nice man toward crime because God forbid the man be responsible for his own actions.

As if Jung-sook doesn’t have enough to deal with, she ends up reluctantly doing a home party for her cheating friend MI-HWA as a birthday surprise at the behest of her friend’s clueless, sweet husband IN-TAE. It’s just as awkward as it sounds, but at least Jung-sook gets to make money off Mi-hwa’s extreme discomfort and guilt.

To top it off, during the party, Min-ho goes missing while In-tae is watching him. Jung-sook spends the night frantically searching for him with Mi-hwa, In-tae, and Do-hyun. Her mom also joins the search, and once again, berates Jung-sook rather than comforts her. She even slaps Jung-sook hard enough to cut her cheek when Jung-sook accuses her mom of not being there for her.

Luckily, they find little Min-ho unharmed outside his dad’s old workplace. He shivers as he waits for the factory to open so he can ask the boss to rehire his dad, which he thinks will bring his dad home. (Min-ho thinks his dad left because he needed to find work in another town.) Jung-sook is heartbroken but, as always, smiles and does her best to help her son adjust.

In these episodes, there’s a clear theme of the sacrifices mothers make in silence while putting up a strong front for their kids. We see it most explicitly with both Jung-sook and her mother who also left her horrible cheating husband and raised her kids alone. Although it’s clear the mother’s misdirected anger at Jung-sook comes from a place of fear and not wanting her daughter to share her fate, her reaction to Jung-sook’s situation has been terrible. Fear is no excuse to treat your child like crap and fail to support her. While she doesn’t directly apologize to Jung-sook, they do have a heart-to-heart that softens her mother. Maybe now she’ll look after Min-ho again and stop judging Jung-sook for doing all she can to provide for her child.

A quick aside while we’re talking about kids: Ju-ri’s son Dong-woo kills me. He listens to tea ceremony radio programs to feel classy as he drinks his hot chocolate, regularly spouts wisdom he’s gained from reading the salon’s ladies’ magazines, and looks adorably serious with his glasses and suspenders. I love this child. He and Min-ho are classmates and become friends, and Dong-woo is like the long-suffering mentor to Min-ho despite being the same age.

Little Dong-woo sees his mom stressing about money and sagely suggests she needs a side hustle. Realizing he’s not wrong, Ju-ri officially joins the ranks of Fantasy Lingerie saleswomen. With a few successful parties, Young-bok and Jung-sook bring in more money than they ever expected to make. Not only can they pay their rent, but they have extra to spend on their kids. They’re just as happy as if they’d won the lottery.

The brains of their operation (Jung-sook) comes up with the idea of a survey as a means of gathering data on their potential customers to refine their sales. That goes about as well as you’d expect. The only person she manages to convince to respond is Do-hyun who can’t resist her sad puppy eyes. He’s not exactly their demographic, but he gamely answers questions about his familiarity with adult products and his… desires. He’s embarrassed but also highly amused as she plows through the questions without hesitation.

Jung-sook proves her mettle and, rather than giving up despite the odds stacked against her, is more determined than ever to succeed. For round two, the women set up a booth with free gifts for survey respondents. Everyone still hesitates, so Jung-sook addresses the issue head on. Why should she be ashamed of working to put food on the table? All she’s trying to do is survive like everyone else.

A few of the women are sufficiently shamed and cave. Before you know it, that opens the door for other women to come over and do the survey. Even a couple men join in for the freebies. It’s a smashing success.

Meanwhile, Do-hyun surreptitiously conducts his private investigation. We learn he’s looking into a fire in the neighborhood that occurred 30 years ago. Unsurprisingly, there’s few leads. Amidst that, he still finds time to constantly run into Jung-sook and help her wherever he can. The soft smile that lights his face whenever he watches her leaves no doubt that his interest in her is turning into a full-blown crush.

In the epilogue, Do-hyun has a nightmare of a raging fire. A baby cries, trapped in the burning room. Someone, a woman, saves him and hands him off to a nun at a church. The woman’s face is blurred. Do-hyun wakes up gasping.

Assuming Do-hyun was the baby, it looks like he’s trying to find the culprit of the fire but maybe also the woman who saved him. Was it a kind stranger, friendly neighbor, or perhaps his mother? We know literally nothing about him at this point, except that he likes Jung-sook, so there’s very little to go off of. I’m glad it’s not some run-of-the-mill crime but instead something that emotionally ties him to the town and might offer some interesting relationship dynamics in the weeks to come.

 

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Ughh, it is sooooo fakey that someone would have memories from being a baby like that. The hippocampus isn't fully formed at that age. But, hey, kdramas gonna kdrama.

The story with Jung-sook's mother was beautiful and painfully sad (like, no wonder she had zero sympathy for her daughter) but I didn't feel like it had much actual resolution. Are they good now? Is she gonna provide childcare again?

Is the hair stylist going to end up with the pharmacy employee? I would not hate that.

My husband thinks the women are being a little too "in your face" about the products and should try to keep it more discrete, given local culture and stigma. I did think it was not a great idea to have them verbally administer the survey, although the scene with Do-hyun earnestly doing his best to answer the questions in an honest way was pretty adorable.

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I wondered about the memories of fire too. He certainly can't remember that if he's indeed the baby. My guess is that he was told a version of how events transpired and that's what he imagines.

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Same. He was having a nightmare, so it isn't really a memory. I think he's just desperate to find his mom and because of that he had dreams like that.
If he kept thinking about the fire it makes sense he dreams with it. Maybe he has the same dream over and over again and thinks about it all the time.

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I'm more interested in the women he's remembering and their stories.

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I have the same interpretation. He doesn`t remember the events. It is not believeble but he knows that he was burned when he was a baby and that he was left with the nun. He assumes that woman was his mother. He is having a nightmare. It bothers him to know what happened 30 years ago and that`s why he investigates.

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Different ways of being a woman, different ways of being a mother...or relating to your mother--all on display, with the men serving as foils. So great.

By the end of episode 4, I began to see how many different types of stories might unfold and my excitement about this drama rose. I won't be too disappointed if it falls on its face, as the stakes are not high, but I could not be more impressed by our Jung-sook simply deciding that this sales job will be her course of action and then making shit happen. A natural-born leader, she is. It was thrilling to see her light up as her own goals came into view.

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Jung-sook's meek, conventionally beautiful appearance is at such odds with her inner steel, and having her show these hidden depths is also giving the other characters lots of openings to react to actions from her they clearly never anticipated - part of what makes this such an engaging ensenble. I'm mildly curious about the ML's mystery, but I wouldn't mind if he spends the rest of the show gazing admiringly at her.

As for his dream: I think the show is just taking dramatic license, because it's a drama.

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Episode 3 turned off the light humor to focus in on darkness of Korean women being disposal objects. Jeong-suk’s cheating husband is a family repeat as her mother had the indignity of her father bringing his mistress home with him. In the past, I read many articles which stated that Korean men never thought affairs were cheating (to them it was like working out at the gym). There was no stigma. There was historical precedent. Their wives were expected to take it or leave. Jeong-suk’s mother chose to be a single parent just as Jeong-suk herself is choosing that path. The physical and emotional pains of being a mother were on full display. But there was one part of the series that continues to be off: the detective slowly crossing the line to unprofessional romantic interest in a married woman.

Episode 4 turns up the disdain on those perceived to be lower in class. Our ladies business is getting more public backlash. Woman are clearly second class citizens and orphans third class at best. And the town ladies have their own biased pecking order. At least Jeong-suk stood up to them with her right to survive. We learn the Detective is back in town to solve the mystery of the woman who saved him from a fire and/or abandoned him at the orphanage. It appears none of the town folk remember a big fire. Perhaps his family was so poor no one cared to remember them.

I still like this program even as it veers away from comedy towards slice of life.

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I like how this drama keeps on juggling with the adorable (the women’s friendship & support!), the fun (come on, Yeon-bok‘s husband is a delight - as is hairdresser’s son with his adorkable readjust-glasses-move 😂), the unbearable (misogyny often on full display, it’s making me so mad), and the heartbreak (😢) - but it doesn’t feel forced. I’m entertained, and (can’t believe im saying it) I wouldn’t even need the romance plot line for Jeong-suk. By now, that’s a nice side deal. Fingers crossed this stays good. 👏

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I love this drama so much!! Just another couple of wonderful and thoughtful episodes.

1. I loved Jeong Suk's mom story. It's such a sad reality many grandmas and moms have lived.
I never heard of everyone living together, that's was insane to watch! But my grandpas did a mess too. And some of their children created their own too or were victims of the same.
I'm the lucky one who got to grow up with three grandmas and a bunch of uncles and aunts, and zero drama from being one of the maknaes (and gossip-phobic), but I know there's a lot of pain in this family and some of it may never heal.

2. I love Jeong Suk's slow but firm growth. It's not like she has all the answers or unbreakable confidence, but she's starting to feel more comfortable with what's she's doing and with herself. And I love how she doesn't hesitate to defend her business and herself anymore. I love her and I hope we see her become even more brave and confident in the future.

3. I love Do Hyun. I love how he knows how cool Jeong Suk is. And I love how supportive he is.
I was wondering if he had lost a child, but it seems like it's his mom the one he wants to find. I hope he does and finds peace with whatever that is giving him nightmares.

4. I love the kids!!! They're adorable! And it broke my heart how Min Ho went to the find his dad's boss. This most be such a confusing and painful situation for him. I just want to tell him everything is gonna be alright. T.T
And yes, his new bestie Dong Woo is such a beautiful kid too. I love how he told his mom that it's okay she isn't perfect, she just has to do her best. T.T
I want those magazines too, bro. They're so wise.

5. I just love our squad, and I feel like they all have something special that could add to the business, but haven't found it yet.
I wonder if we're going to get one idea per women, or if they're all going to take different roles at some point.
Idk but I'm very excited to see them grow and become the best businesswomen in town.

6. I loveee Cat boss. Hahaha. Even without the rich halmoni outfits he's awesome. I loved his revenge!!! He may not make money but he takes care of the kids and is 200% supportive and attentive of his wife, bro has all my heart.

7. I feel bad for Jeong Suk's friend. He seems like an awesome guy. I remember how he defended her when his snake, I mean, wife was trashing her business. And now be even gave her an opportunity to sell and even took her son to the movies? Like, yeah, he lost the kid but only because he was trying to cheer him up.
He deserves the truth Jeong Suk. Don't let your friend live (and maybe even have a child) with that woman. He deserves better.

8. I hope the women from the neighborhood who aren't really judgy but are just going with what others say, start to be more independent and brave to choose for themselves. So if they feel like it, they'll support our virtuous squad no matter what others say.
Butcher lady is my...

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Butcher lady is my number 1 for now. She was the first one to sit down. And she wasn't talking trash with the others at the misogynist's hardware shop.

9. I already said I love this show, right?

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I FORGOT he was cat boss! I always think of him as his role from Vincenzo. I love him in this drama too.

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Cat Boss being married to Eom So Hye of Her Private Life= I can't stop laughing

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Does dildo know who you are? 🤣

I like how the 3 women have their own stories with their family and friends. Their friendship is really nice to watch.

So the cop is there for a personnal reason? But he was speaking in English?

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😂 Survey: 💯

Could it be, that he was adopted by foreigners? After the fire, he (assuming in kdrama fashion that the baby was indeed him) was taken to a convent or an orphanage by the looks of it… 🤔 Maybe he didn’t grow up there but abroad - and now returned.
*speculation machine running*

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LOL! Probably one of the best lines ever in a kdrama!

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The lady butcher is my favorite side character. Unlike the other women, she is always one of the first to step up. I really appreciate how different they all are too.

Side note: I love love that Heo Young Ja is always rocking a red lip, no matter the drama and always looks fabulous with it.

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I like her, too! Pretty sure that „encounter“ in the butcher’s shop would have had a different outcome, if the butcher herself had been present and not on the phone. My bets were on Yeon-bok to miraculously save the day. Ah. Too bad!
… 😂

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Lol, definitely, she would not have allowed those fights, particularly in her shop.

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One thing I really enjoy about this show is how it moves between the depressingly realistic 👀 (the mother's reaction, blaming her daughter for her son-in-law's behaviour) and the aspirationally joyful (the squad supporting each other, finding ways to overcome their obstacles). 💖

It keeps it largely believable but still entertaining. Whilst I hate seeing them be downtrodden by prejudice, I am cheering for them to pick themselves up and kick butt! As Andy tells Red in Shawshank: 'hope is a good thing, maybe the best of things, and no good thing ever dies' They each help each other to keep that hope alive and I love to see it 💕💕

Probably the least credible aspect of the story currently is how often our ML Do-hyun coincidentally finds himself in the same place as Jung-sook -lols to the serendipity.🤣

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Loved this set of episodes! I love seeing the ladies' growth each week. I think all kids should just practice their reading by reading women's magazines.

The mother's story was heartbreaking. It does look like she eventually did well for herself considering she has a nice house now. And now she doesn't have to spend her golden years catering to terrible man.

The survey was hilarious - I wanted to hear ALL the questions! Jung-sook is so determined and matter-of-fact. Do-hyun is such a sweetheart answering all those questions. And i love how both women and men end up taking the survey.

Young-bok's husband's revenge was LOL. Totally my style as a non-confrontational person.

I am curious about the cost of things in that town. Eating out seems cheap. Imported sex toys don't seem that expensive either. But children's backpacks featuring a popular cartoon character are expensive.

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re cost of things. One logic issue that has bugged me a bit is the idea that the women are thrilled each time another one joins them in the sales biz.

It seems odd to me that in a small town with a seemingly tiny pool of customers, they don't seem bothered that they will then be competing for sales...

I mean, we know from the poster that all four of them end up working together, but I find it funny that the show has seemingly just glossed over the potential downside of that....

The upside of the mutual support network is fab though, so I ultimately don't care!

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I was thinking that too! Maybe there will be an episode of them expanding to the next town over.

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I keep thinking that as well. Especially since once the local ladies have bought one 'massaging' device, they presumably don't need another one....😬👀

I also keep having to remind my brain that it is set in the 90s, so the obvious solution - let's sell this stuff online so people can be anonymous - is not an option 🤣

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Mail order it is! I do remember suspicious looking advertisements in (wait for it) TV schedule magazines, so that could be an option 🤓😂
(Remember those huge paperback mail order catalogs for clothes? 👀)

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I see the natural "progression" of their business would be to expand the product line to include dress clothes, cosmetics, accessories and to partner up for sales with the massage lady or hair salon in "village spa" packages.

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I enjoyed these episodes tremendously. It's all about the ladies for me, and I don't care much yet for the ML's arc. But having said that, if they don’t have a true reconciliation between FL and her husband (tho, yuck), I wouldn’t mind a hint/eventual romance between them.

I do love the self-growth arcs of older women. I don’t believe they necessarily need a romance. But it reminds me of Dr Cha's ending—and the reluctance to show romantic possibilities for older divorced/widowed women.

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The thing that gives me hope for an actual romance between the ML and FL is that it's based on a British show that wouldn't have the same hangups about romances with divorced, older women

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I continue to adore the four friends and appreciate this show a lot. I love how much they care for and support each other. It was so sweet to see their mutual giddiness about things like shopping for their children after payday and resting during their massages. I like that they stood up for Jung Sook when people spoke behind her back.

Wasn't expecting to shed tears already from the 3rd episode! I hope Jung Sook's mother will become proud of her daughter and how hard-working and resilient she is.

I like the details that made things more accurate like Jung Sook using her half-empty foundation powder and dabbing at the remaining lipstick inside the old tube. She also wore the same outfits the next day and wore the same suit jacket often for her job. She is not in a place where she has different outfits every time she's on screen.

It threw me off a bit seeing Kim Jung Jin in two currently airing shows... My only impression of him was in Doubt and his character there is straight up trash. Took me a minute to notice him here under all that helmet hair, haha. I look forward to his haircut! His character seems too young for Ju Ri? But if he's not that young and is a good guy, then I'd could be open to the idea of them.

I love the kids! I'm glad Dong Woo and Min Ho are friends. So nice seeing Min Ho winning the dalgona game on his own, heh.

I liked Do Hyun's quiet smiles whenever he was amused and impressed by Jung Sook. It's not a full-blown crush yet, but he's getting there. ^^

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I loved the lipstick detail as well - not just for when you are cash-strapped but also if (like me) you apparently do not share the same taste as everyone else and your favourite make-up/shoes/perfume, etc (!) are regularly discontinued!!

Re Ju-ri - she seems like a very young mum to me (and certainly has an infectiously young energy) and the Pharmacist's assistant conversely feels quite serious for his age (although capable of being playful) so whatever their actual AGES are, I think they could be well suited 💕

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Eom Dae Geun(Kim Jung Jin's character) is born 1965.09.26 and Ju Ri is born 1966.03.03 according to the detetive's board. By which however his parents seem to be identical twins(typo?).

Young Bok(1949) and her husband(1953) are the couple where shes older than him and they talked about this with his mom's shaman's prediction. Also they're the one couple by blood group who can have a major paternity doubt(though cis-AB is more common in Korean as a blood type) unlike the great cheater who can get away with it 2/3.

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In real life he's only two years younger than she is

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I expected this drama to be more comedic and it would evocate more fun out of adult toys being a taboo. I don't like that there are so many artificial situations so that our ML and FL can meet. The friendship between the four women is great though.

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I love this drama and I am interested to watch every characters that appear in this drama, especially the four lady friends.
I love how the relationship evolves from Jung Suk and Do Hyun too. Love them.

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I love the friendship between our four leads. I sure hope they will be successful in their new business.

I do not think its possible for Do Hyun or anyone really to remember a fire when they were still a baby. That took me out for a minute. It would be more believable that he would have a recollection of something that happened in the past when he is older like seven years old. Now about who saved him, she could be his mother. He must have been adopted and now searching for his birth mom.

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