After days of silence, W Korea has finally apologized for its controversial breast cancer awareness event, Love Your W 2025. The organizers admitted that parts of the gala were “inappropriate” and failed to reflect the campaign’s purpose.
The event, held on October 15, was attended by BTS members (RM, j-hope, V), Byeon Woo Seok, Lee Min Ho, Choo Young Woo, Lim Ji Yeon, IVE members (Wonyoung, Yujin, Rei), aespa, ILLIT, Jay Park, Kim Go Eun, Park Eun Bin, and more.
The celebrities also drew criticism for participating in the ‘tone-deaf’ charity gala and not adequately promoting its cause. The celebs were seen socializing, drinking, and talking about pretty much anything except breast cancer.
As the backlash grew in the past couple of days, W Korea has released an official statement to clarify its position.
W Korea Responds to ‘Love Your W’ Controversy
In an official statement released on October 18, the magazine expressed deep regret over the backlash. W Korea acknowledged poor planning and execution, saying
The “Love Your W” Breast Cancer Awareness Campaign began in 2006 and, for the past 20 years, has worked to raise awareness about the importance of early detection of breast cancer.
However, we acknowledge that the event held on October 15 did not fully align with the purpose and intent of the campaign in terms of its planning and execution. We take these concerns very seriously.”
The officials apologized to cancer patients, survivors, and the general public for the controversial charity gala, stating
Above all, we sincerely apologize for not being more considerate of breast cancer patients and their families, and for any discomfort or hurt that this may have caused.
We are also deeply sorry to those who participated in the campaign with good intentions and empathy for its cause, and who may have felt discomfort or distress due to the ensuing controversy.
The publication added that it would “review and address the areas that need improvement” to ensure the campaign returns to its roots.
Over the years, the heart of this campaign has been to spread awareness about the importance of early breast cancer detection, to support surgery and treatment costs for low-income patients through the Korea Breast Cancer Foundation, and to sustain these efforts with the warm support of those who believe in the cause.
To ensure that the sincerity and goodwill behind this campaign do not lose their meaning, we will continue to review and address the areas that need improvement based on the criticism and feedback received. This incident will serve as an opportunity for us to thoroughly reexamine every stage of our event planning and execution.
Love Your W Controversy Explained
The apology came after growing outrage over the Love Your W 2025 event, held on October 15 in Seoul. Promoted as “Korea’s largest charity gala,” the night was supposed to raise breast cancer awareness and collect donations. Instead, it drew harsh criticism for being an extravagant party centered on luxury branding, alcohol, and celebrity appearances — with little mention of the actual cause.
Champagne flowed freely as high-profile guests dressed in designer clothes posed for photos on the pink-themed carpet. Ironically, there were no pink ribbons, pink flowers, or visible breast cancer symbols in sight. Critics noted that the event’s decor and messaging seemed completely detached from its supposed purpose.
Adding to the controversy, the event prominently featured Moët & Chandon as a sponsor, sparking questions about why alcohol — a substance directly linked to increased cancer risk — was showcased at a breast cancer awareness event. Despite repeated inquiries, W Korea and Doosan Magazine offered no explanation.
Performances and “Challenges” Backfire
The biggest flashpoint of the evening came from singer Jay Park’s performance of his song Mommae. While energetic, the song’s sexually explicit lyrics — describing the female body — were widely condemned as inappropriate for the setting. The organizers initially uploaded the performance with the caption “tore up the stage,” only to delete it within 20 minutes after backlash erupted online.
Not long after, aespa’s Karina was asked to take part in a “challenge” where she stroked her chest to the rhythm of Sugar on My Tongue — another song criticized for its suggestive tone. The clip, meant for social media promotion, quickly went viral for all the wrong reasons. Fans and cancer advocates call it tone-deaf and disrespectful.
Agency insiders later revealed that staff and managers were barred from the main hall for several hours. This meant many artists were left to follow on-the-spot directions from event staff without proper context.
The Photo Wall Incident
Further embarrassment came from a Dispatch report alleging that an actress, in 2024, was excluded from the official photo wall because she wasn’t wearing stockings from one of the event’s luxury sponsors. The outlet reported that W Korea cropped her lower body in official posts while others appeared in full-length shots. This led to accusations that the magazine prioritized brand exposure over the event’s supposed charitable mission.
Over 29 global luxury houses — including Chanel, Gucci, Cartier, Louis Vuitton, and Saint Laurent — were listed as sponsors. Each contributed millions of won, yet W Korea’s long-term transparency remains under scrutiny. The magazine claims to have donated a total of 1.1 billion won (about $770,000) over 20 years, but has not released details on where the funds actually went.
A “Champagne Party” Disguised as a Cause
The image of celebrities toasting with glasses of Moët under dim lights and red roses quickly spread online. It became a symbol of what many saw as performative charity. Interviews posted from the event featured trivial questions like “What are your year-end plans?” and “What are your three cute charms?” “Comeback schedules”, and “what is the good thing about being married?” These conversations felt painfully out of place for a campaign centered on cancer awareness.
Meanwhile, the magazine’s apology may calm some outrage, but many remain skeptical. Critics say W Korea needs to rebuild credibility through transparency. They should be transparent about donations, reintroduce breast cancer survivors into their events, and remove excessive brand influence from future events.
