Star-studded Korea breast cancer charity event slammed for ‘out-of-touch’ party vibe

Sign up now: Get ST's newsletters delivered to your inbox

Photos posted by fashion rag W Korea show South Korea’s biggest stars partying with little to no mention of cancer.

Photos posted by fashion rag W Korea show South Korea’s biggest stars partying with little to no mention of cancer.

PHOTOS: W KOREA/INSTAGRAM

Follow topic:

SEOUL – Fashion magazine W Korea’s annual breast cancer awareness charity “Love Your W” is facing backlash after the event appeared to have turned into a celebrity party rather than a campaign for cancer awareness.

Some of K-pop’s busiest names – from BTS members and Stray Kids to aespa and Ive – attended the star-studded event on Oct 15 at Seoul’s five-star Four Seasons Hotel.

Both W Korea and the attending artistes posted videos of the invitation-only party on social media, sparking controversy online.

American rapper Jay Park, who performed his hit song Mommae, was heavily criticised for his insensitivity. Netizens flagged the lyrics “twins hanging on your chest” as potentially insensitive towards breast cancer patients.

Park later apologised on his social media account, saying: “I performed as I normally do in good faith. I sincerely apologise if any cancer patient felt uncomfortable.”

Criticism quickly extended to the event coverage itself.

Many posts released by W Korea focused on celebrities drinking, celebrating or participating in viral challenges, with little to no mention of the campaign’s purpose.

Netizens criticised the event for lacking a sincere focus on breast cancer awareness, saying it appeared more like a social gathering centred on celebrity appearances and entertainment rather than a meaningful campaign.

Aespa’s Giselle drew online criticism when a clip circulated of her appearing unsteady while leaving the venue, sparking discussions about celebrity behaviour at charity events.

The controversy intensified after W Korea posted an article titled “Inside W Korea’s Breast Cancer Party”, a description that clashed with the magazine’s longstanding image of promoting cancer awareness.

The phrasing drew backlash for appearing insensitive to the campaign’s cause, with many questioning the judgment of both the organisers and attendees.

The post has since been removed, but W Korea has yet to issue an official statement regarding the incident.

Launched in 2005, W Korea’s “Love Your W” has traditionally combined fashion and charity to promote early detection and awareness of breast cancer.

However, the 2025 event was seen as leaning towards commercial image promotion rather than serving its intended charitable purpose.

Unlike similar global breast cancer awareness events – where public figures typically wear pink ribbons, appear alongside patients and collaborate with medical experts – there was no confirmed participation from patients or healthcare professionals at the W Korea event. THE KOREA HERALD/ASIA NEWS NETWORK

See more on