What was meant to be a meaningful night to raise awareness for breast cancer has instead turned into one of the most criticized events of the year. Fashion magazine W KOREA is under fire for its “Love Your W 2025” campaign gala, held on October 15 at the Four Seasons Hotel in Seoul.
The campaign’s 20th anniversary was supposed to highlight the importance of early breast cancer screening and women’s health. Instead, it is being condemned as a luxury celebrity party that failed to align with its stated cause.
Dozens of top Korean stars attended — including Byeon Woo Seok, Lee Chae Min, Lee Min Ho, Lim Ji Yeon, RM, V, and J-Hope of BTS, Lee Junho, aespa, Jang Wonyoung, Yujin, and Rei of IVE, Jeon Somi, Hwasa, and many more. However, their attendance has done little to ease the public’s growing frustration.
‘Love Your W’ Faces Criticism Over Party-Like Atmosphere and Drinking
Attendees were seen drinking champagne, dancing, and mingling in videos shared by W Korea’s official social media accounts. These clips focused heavily on celebrities’ outfits, conversations, and lighthearted moments rather than the event’s cause.
Viewers quickly pointed out the insensitivity of celebrating with alcohol at a breast cancer awareness event, given that cancer patients are generally prohibited from drinking. Ironically, the Love Your W charity event did not highlight stories of survivors or emphasize awareness about breast cancer.
Comments flooded social media with remarks like, “How can they promote breast cancer awareness with a drinking party?” Another user wrote, “This isn’t awareness, it’s just a celebrity gala.”
Jay Park’s “Mommae” Performance Sparked Outrage
The strongest criticism came after Jay Park’s performance. The singer took the stage to perform his 2015 hit “Mommae,” a sexually explicit song describing women’s bodies. The lyrics were deemed completely inappropriate for a breast cancer event.
Within 20 minutes, W Korea deleted videos of the performance from Instagram following the backlash. Jay Park later issued an apology, saying that he performed with good intentions:
If any patients felt uncomfortable or offended by my performance, I apologize. I hope you recover your health. Fighting!
After facing heavy criticism online, W Korea deleted the video of the performance within 20 minutes of posting it. The event also drew criticism for featuring a backdrop of a woman in revealing underwear during ALLDAY PROJECT’s performance.
Missing Pink Ribbon and Symbolism of Awareness
One of the most surprising elements was the complete absence of pink — the global color representing breast cancer awareness.
Instead of wearing pink or including symbolic décor, most attendees appeared dressed in all black. Netizens expressed disbelief that Korea’s largest breast cancer awareness campaign ignored the very symbols that define it.
Even the event’s interviews missed the mark. Instead of discussing breast cancer prevention, organizers asked celebrities casual questions like “What are your year-end plans?”, “What’s the best thing about being married?” or “comeback schedules”. None of the attendees were asked anything remotely related to breast cancer awareness.
Fans Raise Question About Love Your W’s True Impact
The controversy deepened after reports revealed that W Korea’s “Love Your W” campaign has raised only 1.1 billion KRW (about $775,000 USD) over the past 20 years.
Critics questioned how such a high-profile, celebrity-packed gala could raise so little money while likely spending far more on the event itself. The event, which has been held annually since 2006, has raised relatively little money for its cause. Despite its long history and star-studded guest list, it has struggled to make a real impact in promoting breast cancer awareness.
Survivors and Public React: “It Felt Like Mockery”
The public response has been overwhelmingly negative. The backlash has been especially strong among breast cancer survivors. One survivor commented online:
“I had part of my breasts removed. I can’t drink alcohol anymore. Watching them drink and dance felt like a mockery.”
Others echoed this sentiment, saying the event turned into a “luxury party that used breast cancer as an excuse.”
W Korea Has Yet to Address the Controversy
Social media platforms have since been filled with hashtags such as #LoveYourW and #BreastCancerAwarenessCampaignImprovement. They demand accountability from W Korea. Many are also urging the magazine to release a formal apology, as it has so far remained silent. W Korea has deleted posts rather than addressing the backlash directly.
Many are calling out the brand for performative activism, where brands and celebrities use social causes as backdrops for image-building rather than meaningful change.
