Fashion magazine W Korea (W Korea)ʼs breast cancer awareness campaign event Love Your W 2025 has come under heavy criticism.
Critics say the event has degenerated into a lavish party and a celebrity "dress-up showcase" rather than fulfilling its original purpose of raising breast cancer awareness.
The event, held on the 15th at a hotel in Seoul, is a breast cancer awareness campaign W Korea has continued for 20 years, and it was held in the form of a gala dinner and party. Although dozens of stars attend each year and the event has raised public interest, this year criticism exploded because there were virtually no mentions or performances related to breast cancer.
In particular, Jay Parkʼs congratulatory performance was decisive. He sang his 2015 released song "Mommae," which contains lyrics that directly describe a womanʼs body and explicitly reference ample breasts. The public criticized it, saying it was "directly at odds with the purpose of a breast cancer awareness campaign."
A breast cancer patient said, "I doubt attendees even searched for the 'ㅂ' in breast cancer. It feels like mockery to patients," she lamented. Another netizen criticized, "They should drop the word breast cancer and just hold a 20th anniversary party. As someone who lost a family member to breast cancer, the drinking and the 'Mommae' performance make me cringe."
Structural problems with the event itself were also raised. Although major international breast cancer charity events or New Yorkʼs Met Gala are lavish celebrity parties, their donation amounts reach hundreds of billions of won. By contrast, W Koreaʼs "Love Your W" drew disappointment because its cumulative donations over 20 years amount to only 1.1 billion won. Insiders even reacted in shock, saying, "Is one zero missing?"
It was also pointed out that campaign symbols such as pink ribbons or a pink dress code were almost nowhere to be seen at the venue. Critics say it has turned into a "fashion event" centered on brand sponsorships and celebrity marketing rather than focusing on donations.
The critical public sentiment is spreading to question the eventʼs identity itself. Although held under the banner of "breast cancer awareness," the essential message has disappeared and only brand promotion and star marketing remain.
Some said, "If they had dropped the pretense of breast cancer and positioned it as a 20th anniversary fashion gala, there wouldnʼt have been such criticism."
An entertainment industry insider said, "Most celebrities are invited to attend without pay as part of collaborations with fashion brands or to maintain relationships with magazines. There is no appearance fee," and added, "Itʼs regrettable that those who participated believing in the good cause are also being criticized."
As the controversy grew, Jay Park apologized on social media the next day, the 16th, saying, "My performance was at the afterparty stage after the official breast cancer campaign event ended, so I performed as I usually do," and "I am sorry if any cancer patients felt offended or uncomfortable." He added, "I prepared the performance without pay despite an injury, so please do not exploit good intentions."
However, W Korea, the eventʼs organizer, issued only a "no comment" stance without an official apology. They quietly deleted Jay Parkʼs stage video that had been posted on their official social media immediately after the event, but avoided addressing the core of the controversy.
The fundamental problem of this controversy lies in the eventʼs planning intent and operating methods. Because the controversy has affected celebrities who joined for a good cause, critics say the organizer should clearly state its position and share responsibility.
[Photo] SNS
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