Choi Jung-yoon and Kwak Eura are on a quest to shatter taboos when it comes to talking about sex in conservative South Korea.

The women are co-founders of Pleasure Lab, a Seoul shop selling sex toys and related items targeted at women. They hope to break social silence about women and sexuality, while teaching customers how to use items such as vibrators.

"You can call us activists, and we think we are curators," said Choi, 30, a former journalist who spent her teenage and college years in the United States.