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W Korea’s “Love Your W” Charity Event Draws Backlash for Party Atmosphere

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What was meant to be a night promoting breast cancer awareness has turned into one of the year’s biggest controversies in Korea’s entertainment and fashion scenes. W Korea’s annual “Love Your W” charity gala is under fire after attendees and viewers accused the event of losing sight of its cause and turning into a celebrity showcase.

Held Wednesday, October 15, 2025, at the Four Seasons Hotel in Seoul, the 20th edition of the “Love Your W” campaign gathered an impressive list of attendees, including members of BTS, Stray Kids, aespa, LE SSERAFIM, TOMORROW X TOGETHER, ENHYPEN, and IVE. Videos and photos shared on social media by both the magazine and attendees quickly went viral, showing stars mingling, drinking champagne, and posing for cameras.


The content, however, sparked immediate criticism. Many netizens argued that the event’s tone felt far removed from a campaign meant to raise awareness about breast cancer. Online comments accused W Korea of focusing more on luxury and fame than on advocacy and education.

The backlash intensified when singer Jay Park performed his 2015 hit “MOMMAE.” Viewers took issue with the song’s suggestive lyrics, particularly lines referencing women’s bodies, calling the choice inappropriate for an event tied to breast cancer awareness.

@jwalkerz_16_ Even with an injured foot, he still performs #jaypark #박재범 #mommae #wkorea @Jay Park (박재범) ♬ orijinal ses – jayemi


In response to the growing criticism, Jay Park released a public apology, saying he had performed “in good will” and expressing regret if any cancer patients felt uncomfortable. Despite his statement, discussions about the event’s purpose and planning continued to grow online.

After the official breast cancer awareness campaign event ended, there was an after-party and performance. I understood it as a gathering of people who came together with good intentions and in good spirits, so I performed as I normally would.

To any cancer patients who may have felt uncomfortable or upset watching my performance, I sincerely apologize. I hope you all stay healthy. Hwaiting! 🙏❤️

I performed, even though I have an injury, without pay and with a good heart, wanting to contribute in a meaningful way. Please don’t twist that goodwill.

I meant this for those of you trying to turn one act done with good intentions into a controversy… Please don’t twist what I said or misinterpret it. I ask for your understanding.

– Jay Park

Clips from the night featured celebrities participating in viral challenges, posing with glasses of wine, and celebrating as if at an exclusive after-party. Netizens questioned the lack of visible messaging about early detection, survivor stories, or donations, elements commonly seen in awareness campaigns worldwide.

@wkorea #LoveYourW2025 파티를 즐기는 방탄소년단 뷔!✨ – #LoveYourW #유방암인식향상캠페인 #더블유 #wkorea ♬ 오리지널 사운드 – W Korea (더블유 코리아)

@wkorea #LoveyourW2025 올데이 프로젝트의 무대를 즐기는 태양과 전소미. Take a shot! 📸✨ – #LoveYourW #유방암인식향상캠페인 #더블유 #wkorea ♬ 오리지널 사운드 – W Korea (더블유 코리아)


One now-deleted article on W Korea’s website, titled “Inside W Korea’s Breast Cancer Party,” further fueled the outrage. Many called the wording insensitive and tone-deaf, accusing the publication of treating a serious cause as a marketing opportunity.

“Love Your W” began in 2005 as a collaboration between fashion and philanthropy, aiming to raise awareness and support breast cancer prevention efforts. But this year, critics say the campaign lost its identity.

Unlike similar international initiatives, the 2025 event featured no visible participation from survivors, healthcare experts, or advocacy groups. Attendees were not seen wearing pink ribbons, the universal symbol of breast cancer awareness, and promotional posts from W Korea made little reference to the illness itself.

@guner600k4 I’m sharing this as someone who’s been through cancer. My intention isn’t to criticize celebrities or fans, but to reflect on what awareness should really be about. #LoveYourW #유방암인식향상캠페인 #더블유 #wkorea #LoveYourW2025 ♬ original sound – jieun 🐇


The lack of medical voices and clear fundraising transparency added to public frustration. Some commenters described the event as “a fashion week after-party disguised as a charity,” questioning whether its purpose was ever about awareness at all.

As the controversy grows, the magazine has yet to release an official statement addressing the backlash. Fans and observers continue to demand an explanation, not only from W Korea but also from the celebrities and brands that participated.


Many are now calling for greater accountability in celebrity-driven charity events, urging organizers to prioritize sincerity, representation, and education over spectacle.

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