The criticism of W Korea's breast cancer awareness campaign sparked an irrelevant controversy that left many frowning.
On Oct. 15, the Korea branch of the global fashion magazine W held an event called W Korea breast cancer awareness campaign "Love Your W 2025." Breast cancer awareness campaigns, which are actively held overseas, aim to widely promote early breast cancer detection and encourage caution about breast cancer. In Korea it has been held since 2006 and the event has continued for 20 years.
In Korea the word "donation" often carries a heavy image, but overseas such campaigns have drawn attention with various events such as parties and challenges to raise public interest and awareness. Korea adopted this approach. The intent was good. However, the way the event was conducted provoked anger that went beyond mere puzzlement for many.
The color pink, usually symbolic of breast cancer awareness, was nowhere to be found. At this year's W Korea breast cancer awareness campaign "Love Your W 2025," top celebrities appeared wearing products they advertise or items for which they serve as ambassadors.
The event received donations of about 5 million to 10 million won from fashion brands. But the public was puzzled that the total donations over the 20 years of the event amounted to 1.1 billion won. Of course, sentiment matters more than donation amounts, but W Korea's released footage showed stars clinking expensive champagne glasses and cheering on stages where song lyrics contained explicit sexual elements. No one made any remarks about breast cancer. Alcohol is the top cause of breast cancer, and the song lyrics merely sexualized "breasts." It was even questionable whether the event truly had an element of breast cancer awareness.
Moreover, despite the fact that breast cancer treatment often involves mastectomy, stars appeared in form-fitting dresses that emphasized the chest, becoming the focus of new controversy. Critics naturally added that the organizers had not considered breast cancer patients.
Most of the revealing outfits were worn by female stars, such as girl group idols and actresses. Criticism of them escalated into outright condemnation. Observers used even simple acts like talking with men or drinking as grounds for criticism, then suddenly dug up their past photos and speculated about plastic surgery. Some attacks openly mocked an idol by comparing her red-carpet look to her street clothes.
Internet users reacted harshly, saying, "This event is indeed upsetting for breast cancer patients and their families. But why are only female stars taking all the strange abuse?", "Although fans are disappointed in the participating stars, it's hard to know whether they even have the freedom to choose what dress to wear," and "It's one thing to criticize the event for diverging from its purpose, but it's another to write sexually harassing malicious comments."
W Korea posted an apology, saying, "The 'breast cancer awareness campaign: Love Your W' sought to raise awareness of the importance of early breast cancer screening, and in light of criticism that the composition and conduct were inappropriate relative to the campaign's purpose, we take this matter seriously. We offer our apologies."
[Photo credit] W Korea channel, OSEN DB
[OSEN]