W Korea Faces Criticism Over Breast Cancer Charity Gala
- Taein Lee
- Oct 22
- 2 min read
Oct 22, 2025
Taein Lee
W Korea, a leading fashion magazine, has come under public scrutiny after hosting a lavish celebrity party under the banner of a breast cancer awareness campaign. The magazine issued an official apology four days after the event, but criticism continues to mount regarding both the event’s tone and the transparency of its donations.
On October 19, W Korea released a statement on its social media platforms acknowledging concerns raised by the public. The magazine stated that “the event’s composition and execution were not appropriate in light of the campaign’s purpose” and apologized “for failing to consider the feelings of breast cancer patients and their families.” It also pledged to review the planning and execution process of future events.
The event was held on October 15 at the Four Seasons Hotel in Seoul to mark the 20th anniversary of the “Love Your W” breast cancer awareness campaign. Since 2006, the campaign has been positioned as W Korea’s flagship charity initiative. This year’s guest list included BTS member V, BIGBANG’s Taeyang, aespa’s Karina, IVE’s Jang Wonyoung, and actor Byeon Woo-seok.
The atmosphere of the gala drew criticism for overshadowing the campaign’s stated purpose. Videos posted by the magazine showed celebrities drinking, socializing, and filming social media challenges. Critics argued that the event resembled a celebrity party rather than a charity initiative. W Korea later deleted or privatized all related posts on its platforms.
Controversy also arose over the performances. Rapper Jay Park performed his song “Mommae,” which includes sexually suggestive lyrics. Karina participated in a challenge based on the same song. Patient groups criticized the performance as inappropriate for an awareness event focused on breast cancer.
Questions about donation transparency further fueled the backlash. W Korea stated it had donated ₩1.1 billion (approximately $800,000) to the Korea Breast Health Foundation over 20 years. However, data submitted to the National Assembly and reported by Women’s News indicated that only ₩315.69 million had been directly donated since 2007.
The magazine explained that corporate and individual contributions, as well as donations to the Korea Association of Health Promotion, were not included in the initial figure. It claimed that when those amounts are added, the total reaches ₩960 million, with an additional ₩150 million scheduled to be donated this year. Critics argued that including pledged but not yet delivered funds is misleading.
Observers have noted stark differences between W Korea’s approach and international breast cancer campaigns. Events such as Pink Ribbon Walk or Race for the Cure in the United States and Europe typically emphasize public participation, early screening promotion, and transparent fundraising.
The “Love Your W” campaign has been central to W Korea’s brand identity for two decades. The recent controversy, however, has raised questions about the event’s purpose, execution, and accountability. The magazine stated that it would make improvements to ensure the campaign’s original intent is not undermined.
