Fashion magazine W Korea recently held a breast cancer awareness campaign event that sparked controversy, and posted an official apology four days later. However, there has been no clear explanation regarding the donation details disclosed by W Korea, so questions remain.
W Korea said on the 19th through its official account, "'Breast cancer awareness campaign: Love Your W' is a campaign that began in 2006 and for 20 years has worked to raise awareness of the importance of early detection of breast cancer. However, the Oct. 15 event drew criticism that its composition and execution were inappropriate in light of the campaign's purpose, and we take this seriously," the post said.
W Korea added, "We deeply apologize for causing discomfort and hurt by failing to carefully consider the perspectives of breast cancer patients and their families. We also feel sorry when we think of the many people who supported the campaign's purpose and participated with good intentions and who may have been uncomfortable because of the controversy."
The magazine reflected, "Thinking of the feelings of everyone who may have been distressed by this event, we are reflecting on our shortcomings. Over the years, at the heart of this campaign has been the work of the Korea Breast Health Foundation to raise awareness of the importance of early detection of breast cancer and to support surgery and treatment costs for low-income people, and the support of those who showed warm interest to sponsor that work."
Earlier on the 15th, 'Love Your W 2025,' held at a hotel in Seoul, conducted the country's largest breast cancer awareness campaign event, but it faced criticism because it was held in the form of a gala dinner and party with virtually no mention of or performance related to breast cancer.
As controversy arose over the sincerity of the event itself, debate also erupted over the cumulative donations W Korea said it had made over the past 20 years toward breast cancer causes. W Korea said it had donated a cumulative 1.1 billion won over the past 20 years while holding breast cancer–related events, but the amount the magazine actually donated is known to be significantly smaller.
According to materials received by Rep. Lee Su-jin's office of the National Assembly Health and Welfare Committee from the Ministry of Health and Welfare, from 2007 to 2024 the amount W Korea directly donated to the Korea Breast Health Foundation totaled only 315,690,569 won. In addition, there are no donation records for 2008–2009 and 2017–2023.
Furthermore, it became known that the CEO of Doosan Magazine and editor-in-chief of W Korea also serves as a director of the Korea Breast Health Foundation, which receives the donations, raising doubts about the fairness and transparency of the donation handling.
W Korea responded by releasing donation records and claiming, "If you add the amounts brands and individuals directly gave to the foundation, it is 960 million won, and including the 150 million won planned to be donated in 2025, 1.1 billion won is correct."
Another issue emerged. W Korea included 150 million won listed as a 'planned donation' in the cumulative 1.1 billion won, but on its website and promotional video it used the past tense, saying "we donated 1.1 billion won over 20 years." Some questioned how a future planned donation could be included in a cumulative donation total.
Moreover, Dispatch published the full detailed donation ledger, which showed that the amount W Korea 'directly' donated was 437,979,970 won (Korea Breast Health Foundation 315,694,349 won + Korea Population, Health and Welfare Association 122,276,621 won). The remaining roughly 700 million won was reportedly amounts directly given to the foundation by companies and individuals participating in the campaign.
Questions also remain about how tax benefits were handled in relation to this. OSEN attempted to contact W Korea repeatedly on this matter but could not reach them.
[Photo] W Korea
[OSEN]