Fashion magazine W Korea is facing intense scrutiny following its annual Love Your W 2025 event, which has been accused of downplaying breast cancer awareness in favor of a celebrity-filled “party.”
Held on October 15 to mark the campaign’s 20th anniversary, the event drew sharp criticism after being referred to as a “breast cancer party,” sparking public outrage for its perceived insensitivity. Although originally promoted as a charity event for breast cancer awareness, many netizens and media outlets argued it resembled more of a glamorous celebrity gathering than a meaningful campaign.
“Just say it’s a party. Don’t disguise it as a charity,” one commenter wrote under unrelated posts, as W Korea had locked the comments on its official apology post. This only fueled the public’s anger.
In its belated statement on October 19, W Korea admitted, “There were concerns that the event’s structure and execution were inappropriate in light of its intended purpose. We deeply apologize for the discomfort and distress this may have caused breast cancer patients and their families.”
“This is W Korea. Our “Love Your W” Breast Cancer Awareness Campaign began in 2006 and has, for the past 20 years, strived to raise awareness about the importance of early detection.
However, we acknowledge that the event held on October 15 was inappropriate in its planning and execution, considering the intent of the campaign. We accept the criticism and are deeply reflecting. We also apologize for not being more considerate of breast cancer patients and their families, and for causing them pain and discomfort. We also truly regret to have caused such a scandal and distress to those who shared the campaign’s purpose and participated with goodwill.”
However, the apology lacked transparency, failing to address questions about the alleged 11 billion KRW ($8.1 million USD) donation over the past 20 years or disclose specific donation details.
Further exacerbating the backlash was the sudden deletion of Instagram posts by editor-in-chief Lee Hye-joo , who also serves as a board member of the Korea Breast Health Foundation — the same organization that receives W Korea’s fundraising. Netizens criticized her disappearance, with one stating, “Deleting posts one by one instead of taking responsibility? That’s just comedic cowardice.”
Unrelated posts, such as those featuring actress Hyeri, became collateral damage. Despite her having no direct connection to the event, her pictorial received a wave of vitriolic comments: “Hyeri’s photos came out great, but now the comments are ruined,” one user lamented.
The controversy sheds light on the growing expectation for public figures and institutions to handle sensitive topics like cancer awareness with utmost sincerity. With the event now branded a “mockery” by many, the damage control from W Korea seems far from over.
As the scandal unfolds, many are watching to see whether W Korea will provide a more transparent explanation — or continue to stay silent behind locked comments and deleted posts.
Sources: Star News, Instagram
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