Cine21 has spotlighted A Virtuous Business as the most underrated K-Drama of 2024, urging fans not to miss this underappreciated series. Released by JTBC, this weekend series adapts the British show Brief Encounters into a Korean setting, focusing on four women in a rural town during the early 1990s, embarking on an entrepreneurial journey by selling adult products.
A Unique Narrative Approach
The drama has been praised for its engaging narrative which blends humor with social commentary. Critic Kim Hye Ri noted that “A Virtuous Business approaches the topic of sex by connecting it to culture instead of isolating it, making for an engaging narrative.” This approach offers a fresh take on the subject matter, setting it apart from typical K-Drama themes.
Critical Acclaim
Critic Bok Gil further commended the series, describing it as “a radical but endearing work, cheerfully piercing to the core.” The story is lauded for its feminist undertones within a melodramatic framework, providing both entertainment and subtle commentary on women’s roles and desires.
Viewership Growth
Starting with a modest 4.0% viewership rating in October 2024, A Virtuous Business saw its audience double to a 9.1% rating by the time of its finale in mid-November. This significant increase in viewership underscores the drama’s appeal once discovered by viewers, highlighting both its compelling script and the performances of its cast.
A Must-Watch for K-Drama Enthusiasts
For those looking to dive into a K-Drama that combines humor, heart, and a touch of social critique, A Virtuous Business is now streaming on Netflix. Its journey from obscurity to recognition by Cine21 speaks volumes about its quality and the potential for a wider audience to appreciate its unique storytelling.
Intrigued? Watch the official Netflix trailer here:
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