SEOUL (Reuters)-Choi Jung-
Yoon and Kwak Eura are seeking to break the taboo when talking about sex in conservative South Korea.
Women are common.
The founder of Seoul's Happy Lab, a store that sells sex toys and related items for women.
They want to break the social silence on women and sex while teaching customers how to use items such as vibrators.
"You can call us activists and we think we are curators," said Cui, 30, a former journalist who spent her youth and college days in the United States.
"The way to change the world can be to carry out sports or combat outside, which is important, but we believe that smiling and selling sex toys in a bright atmosphere can be our own battles and sports, she said in an interview with the store that opened in August.
This shop is located in a building in the residential area of Seoul, and also the location of the two churches, with white walls, highlighting products, many of which are pink or purple, and holding a public seminar on sexual health.
It features a festive "happy clit" gift box containing vibrators and underwear.
Traditionally, adult stores in Korea are aimed at men.
Korea is Confucian, male-
The dominant society is undergoing transformation in terms of gender roles.
The couple said there was still stigma in terms of giving women sexual power or women talking about sex.
In the World Economic Forum's Gender Equality Index, China ranks 115 out of 145 countries, and the massive beauty and plastic surgery industry tends to reinforce traditional perceptions of women's ideals.
"In pop culture, just like TV shows and movies, heterosexual men are still people with the right to speak and sexual independence," Cui said . ".
"Women who speak out for sex are socially stigmatized, known as prostitutes or prostitutes," she said . ".
The store's monthly turnover is about 20 million won ($17,000)
Including online sales.
Most customers are women in their 20 s and 30 s.
Kwak, 28, said: "We are not a generation who grew up with proper sex education . " Kwak is bisexual and has been a nurse for three years.
"We have been ashamed of this. . .
Although it sounds a bit grandiose, we think we are the true pioneers.