The 20th anniversary of W Korea ’s “Love Your W” breast cancer awareness campaign has sparked intense criticism after turning into what many described as a celebrity party rather than a charity event.
Held on October 15 at the Four Seasons Hotel in Seoul, the gala gathered dozens of top stars including BTS’s RM, V, and J-Hope, as well as Go Hyun-jung, Lee Min-ho, and IU to promote early breast cancer detection and support the Korea Breast Health Foundation. Yet videos posted online showed guests drinking champagne and dancing, with little mention of breast cancer awareness.
Patients expressed outrage online, saying they felt “used for marketing.” Comments from a breast cancer support community read: “They partied while using our pain,” and “It’s upsetting we spend years celebrating survival milestones, and this event ruined that joy.”
Criticism also centered on a performance by Jay Park, who sang his hit Mommae , featuring lyrics like “the twins on your chest,” which many found inappropriate for the cause. W Korea deleted related footage after public backlash but has yet to issue an apology.
While the magazine claimed to have donated about 1.1 billion KRW (≈$800,000) over 20 years, netizens compared the amount unfavorably to other public campaigns such as the citizen-led “Pink Run,” which has raised 4.3 billion KRW since 2001.
Observers noted that only a few stars, such as IVE’s Rei and ILLIT’s Wonhee, made relevant remarks about cancer awareness. In contrast, most attendees uploaded party photos without any advocacy message.
Critics argue that celebrities and organizers alike failed to uphold the event’s purpose. “Star power should amplify the message, not bury it under glamour,” one editorial read echoing the frustration of patients who wanted awareness, not another red carpet.
Sources: 네이트 뉴스
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