What was meant to be a night of awareness has turned into one of the year’s biggest PR disasters.
Fashion magazine W Korea is heavily under fire after its annual “Love Your W 2025” breast cancer awareness gala drew intense criticism for being more of a celebrity soirée than a charity event.
The campaign, held on October 15th at a Seoul hotel, marked the 20th year of W Korea’s high-profile effort to raise breast cancer awareness. Dozens of A-list stars attended the lavish dinner and afterparty—but viewers and patients alike have since accused the event of losing touch with its cause.
Online critics blasted the gala as a “celebrity bash masquerading as a charity event,” noting the lack of pink ribbons, cancer-awareness segments, or any mention of breast cancer throughout the night. The backlash reached new heights after Jay Park performed his 2015 hit “Mommae” — a track that famously objectifies women’s bodies — during the afterparty.
#LoveYourW 올해도 Love Your W 파티는 뜨거운 열기를 자랑합니다. <몸매>에 맞춰 춤을 추는 BTS 제이홉, 리듬을 타는 에스파 지젤, 닝닝, 발랄한 무브의 박규영, 분위기를 달아오르게 하는 피식대학 멤버들의 모습까지. 더블유에서만 만나볼 수 있는 셀럽들의 모먼트죠💃🕺
–#LoverYourW… pic.twitter.com/cdSmlhjdb8— W Korea (@wkorea) October 15, 2025
“Did anyone there even bother to Google what breast cancer is?” one survivor wrote online. “For patients, this felt like mockery.” Another commenter said, “If you’re just going to drink and dance, take ‘breast cancer’ out of the event name. As someone who lost a family member to this very cancer, watching that performance was painful.”
Critics also pointed to the event’s long-term structure, questioning its impact. While W Korea stated it has donated 1.1 billion KRW (around 800,000 USD) to breast cancer organizations over two decades, many argued the figure is “embarrassingly low” given the event’s scale and prestige.
Still, some voices defended the campaign, saying, “Celebrity involvement helps raise awareness, even if it’s through parties.”
Amid growing criticism, Jay Park issued an apology the next day, clarifying that his performance took place after the official campaign program. “If any cancer patients were hurt or uncomfortable, I sincerely apologize,” he wrote, noting that he performed unpaid and despite an injury, asking fans not to “misuse good intentions.”
W Korea, meanwhile, quietly removed videos of Jay Park’s performance and maintained its stance of “no comment” on the controversy.
>> BTS, Lee Min Ho, Junho and More Attend Star-Studded Gala for Breast Cancer Awareness
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