Star-studded Korea breast cancer charity event slammed for ‘out-of-touch’ party vibe
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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
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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 – such as members from BTS, Stray Kids, 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.
He later apologised on his social media account: “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.
In response to the outrage, W Korea removed all its social media posts on the event and apologised in a statement on Oct 19 “for failing to carefully consider the perspective of breast cancer patients and their families and for causing discomfort and distress”.
Launched in 2005, W Korea’s “Love Your W” has traditionally combined fashion and charity to promote early detection and awareness of breast cancer. But 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.
W Korea said it acknowledges criticism that the 2025 event may have been “inappropriate in content and execution”.
“We also regret that many who participated in good faith and supported the campaign’s goals may have been affected by the controversy. We are reflecting on our shortcomings, especially thinking of those who were disheartened by the event.” It promised to do better next time. THE KOREA HERALD/ASIA NEWS NETWORK
