In South Korea opened a sex shop that breaks all the taboos

The owners of a sex shop for women, Choi Jung-yun and Kwak Iura, decided to break all the sexual taboos of conservative South Korea. Friends opened a sex shop in Seoul, Pleasure Lab, with sex toys oriented only to women, because usually such shops are open only to men. Thus, women decided to express their position on the expression of female sexuality. In the store, each customer will be able to get acquainted with the principles of operation of any product.

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“You can call us activists, but we think of ourselves as mentors,” says Choi, a former journalist who grew up and studied in the US. “There are many ways to change the world, we prefer to sell sex toys in a friendly atmosphere, smiling at every customer.” The sex shop is adjacent to two churches in a densely populated part of Seoul. The room has white walls and all the merchandise is brightly lit – many of them pink and purple. Sellers are ready at any time to advise the client about sexual health.

In the store you can buy Christmas boxes of Merry Clistoramas with vibrators and underwear. The store has a monthly turnover of 20 million won ($17,000), which also includes online sales. Most of the clients are women between 20 and 30 years old.

South Korea is a Confucian country with a patriarchal society. The store owners say that there are certain taboos among women and their role in sex, it is not customary to talk about such topics. South Korea ranks 115th (out of 145) in the Gender Equity Index, and the plastic surgery industry is looking to reinforce the traditional image of femininity. “In pop culture, like movies and TV shows, straight men are the only ones who can express sexual independence,” Choi says. “Women who talk about their sex lives are considered whores in society.”