South Korean fashion magazine W Korea has come under heavy criticism for what has been described as an inappropriate approach to its breast cancer awareness campaign, leading the publication to issue an apology and remove social media content featuring singer and actress Hyeri.
The controversy stems from W Korea’s annual “Love Your W 2025” campaign, held on October 15, an event designed to raise awareness and funds for breast cancer research. The campaign, which has been running since 2006, drew significant backlash after the magazine’s official channels referred to the event as a “Breast Cancer Party.”
Public Backlash and Performance Controversy
Public reaction intensified when videos from the event began circulating online, showing celebrities drinking alcohol and wearing revealing outfits, while artist Jay Park performed his hit song “Mommae,” which contains explicit lyrics.
Jay Park later issued a public apology, saying, “I’m sorry if my performance caused discomfort. That was never my intention.”
However, W Korea remained silent for several days following the controversy, prompting criticism from the public and media outlets for its perceived lack of accountability.
Questions Raised Over Donations
The situation escalated further when Representative Lee Soo Jin of the National Assembly Health and Welfare Committee disclosed donation data received from the Ministry of Health and Welfare, revealing that W Korea’s total contributions from the campaign over 18 years amounted to only ₩315.7 million KRW (approximately $230,000 USD).
Nevertheless, a Dispatch report contradicted the statement, claiming that W Korea’s direct donations totaled only ₩437.9 million KRW, while the rest came from external sources.
Social Media Fallout and Apology
Amid growing criticism, W Korea released a brief apology on October 19. However, the decision to disable comments on the post drew further condemnation from the public, who described the move as “insincere” and “performative.”
Shortly after the statement, netizens flooded W Korea’s official Instagram with complaints under the magazine’s latest post — a photo of Hyeri. The publication subsequently deleted the post, and Editor-in-Chief Lee Hye Joo made her personal social media account private.
Celebrities Speak Out
Former AOA member Kwon Mina publicly criticized the event, citing her personal experiences with cancer within her family. In a statement posted on her Instagram account, she revealed that her father had died from pancreatic cancer and her sister had battled stage 3 breast cancer.
Kwon wrote, “If they truly cared about breast cancer patients and their families, they would never have hosted such a lavish party. Watching the glamorous photos under that title made me feel deeply uncomfortable.”
Despite the apology, public criticism of W Korea continues, with many demanding greater transparency regarding the campaign’s donation process and a more respectful approach to health-related advocacy in the future.
As of now, W Korea has not announced any follow-up measures beyond the initial apology.
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