Choi Jung-yoon and Kwak Eura, co-founders of Pleasure Lab in Seoul, a shop which sells sex toys and related items targeted at women, are seeking to break down taboos in South Korea’s society.

Traditionally, adult shops in South Korea are targeted towards men, while there is still a stigma when it comes to women’s sexual empowerment, as they said.

“You can call us activists, and we think we are curators,” said Choi, as Independent reports.

“The way to change the world can be doing campaigns or fighting outside, which are important, but we think selling sex toys in a bright atmosphere with a smile here can be our own battle and own campaign,” she said.

They hope to break social silence about women and sexuality in a male-dominated society, while teaching customers how to use items such as vibrators.