The stated purpose of raising breast cancer awareness has faded, leaving only the organizer's evasive attitude toward responsibility. Two days after the "LOVE YOUR W 2025" event ended, the controversy remains. Rather than subsiding, the controversy has grown while the organizers have kept silent, and innocent attendees and sponsoring brands are taking the blame. The situation has been exacerbated as past events have been dug up, adding fuel to the fire.
On Oct. 15 a charity photo event for the 20th annual breast cancer awareness campaign by W Korea was held at the Four Seasons Hotel Seoul in Dangju-dong, Jongno District, Seoul.
Attendees included Go Hyun-jung, Gong Myoung, Gray, Kim Min-ha, Kim Se-jeong, Kim Young-kwang, Kim Young-dae, Kim Ji-seok, Noh Sang-hyun, Noh Jeong-eui, DEX, MONSTA X's Shownu and Hyungwon, Moon So-ri, Burning Tiger, Park Gyu-young, Park Eun-bin, Park Jaebeom, Byeon Wooseok, Suhyun, Woo Won-jae, Won Ji-an, Lee Dong-hwi, Lee Min-ho, Lee Su-ji, Lee Su-hyuk, Lee Yoo-mi, Lee Jun-hyeok, Lee Chae-min, Lim Su-jung, Lim Ji-yeon, Jang Yoon-ju, Jeon So-ni, Jeon So-mi, Jeon Yeo-been, Jung Ryeo-won, Jung Haein, Jo Yuri, Choo Young-Woo, Code Kunst, Krystal, Taeyang, Ha Jung-woo, Hwasa, Hyoyeon and many popular idol members.
Although the slogan was "breast cancer awareness," the released photos and videos instead provoked outrage. The images and footage showed numerous celebrities and influencers dressed in glamorous outfits and luxury goods, clinking glasses and enjoying a party. Park Jaebeom performed the song "Mommae," which contains many lyrics that explicitly describe women's bodies. Participants engaged in challenges and questions unrelated to breast cancer, and some posts unrelated to the issue used the hashtag "breast cancer," drawing criticism that they exploited the suffering.
When criticism poured in that the event had forgotten its purpose, the organizers' response added fuel to the controversy. Seemingly aware of public criticism, they quietly deleted some posts from their official social media accounts, including footage of Park Jaebeom's performance that sparked the dispute. Instead of explaining the core issue or offering a sincere apology, they chose a shallow tactic of erasing traces of the controversy.
Despite calls to issue a statement, the organizers refused to communicate, saying "we cannot provide an answer." This attitude amounts to abdicating responsibility as the entity that organized and oversaw the event, and critics say it is the most foolish response because it enlarges the controversy rather than calming it.
Because the organizers have remained silent, people who participated in good faith in support of the event's purpose are suffering harm. According to officials, most of the roughly 100 celebrities who attended did so pro bono to take part in a meaningful event aimed at "breast cancer awareness." They likely believed, based on the invitation wording sent by the organizers, that the event was a meaningful occasion to support patients. This is evident in Park Jaebeom's emphasis that he attended pro bono when the song "Mommae" was chosen, and he appealed not to exploit the "good intentions."
As the organizers fail to show a responsible attitude, public anger has been directed at the celebrities who appeared at the event and the brands that sponsored it. But that clearly obscures the core issue. The responsibility for planning, operating and creating the event's atmosphere lies entirely with the organizers, yet their silence has shifted the flames of criticism to the wrong targets.
The reason this event has drawn unusually fierce criticism is clear: the essence of the event was completely lost. The symbol of breast cancer, the pink ribbon, was nowhere to be seen, and instead of programs that empathize with patients' suffering, a glamorous alcohol-fueled party and sexually suggestive musical performances filled the space. Critics say it was tantamount to using the pretext of breast cancer awareness to hold what was effectively a magazine's 20th anniversary party.
Not only this year's event but past events are being unearthed. Moreover, evidence that someone liked defending comments has been spotted and shared on social media and online communities. If "LOVE YOUR W" aims to become Korea's Met Gala (an American charity event), the answer to what should come first is obvious.
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