Fashion magazine W Korea is once again under fire—this time for allegedly falsifying its reported charity donations tied to its Love Your W breast cancer awareness campaign.
W Korea claimed it had donated a total of 1.1 billion KRW (approx. 774,000 USD) over the past 20 years to breast cancer organizations. While critics had already questioned the relatively low figure compared to the event’s scale and luxury, new reports suggest that even this number was misleading—and in part, fabricated.
According to Dispatch report on the 19th, the magazine’s actual direct donations over the past 19 years total 437.97 million KRW (approx. 308,000 USD)—less than half of the amount W Korea announced. The outlet revealed that the publication had counted contributions made by corporate sponsors and partner brands as part of its own donation record.
W Korea tried to clarify: “The total includes funds donated directly by W Korea as well as donations made by partner companies and individuals through the campaign. That’s why the cumulative donation of 1.1 billion KRW is accurate.”
However, critics argue that corporate and partner contributions cannot be considered W Korea’s own donations. Besides, even when adding all brand donations together, the total reportedly still falls short. To account for the missing 150 million KRW (approx. 110,000 USD), W Korea claimed it would be donating that amount in December, insisting that the “planned future donation” justifies the total figure.
Observers have described the explanation as a “loophole-ridden excuse,” accusing the magazine of misleading the public and possibly abusing tax benefits related to charitable contributions. Since South Korea’s National Tax Service provides tax deductions for verified donations, questions are now being raised about who actually received those tax credits—W Korea or its corporate partners. If the company claimed benefits for funds it did not donate directly, experts say it could face penalties or legal consequences.
The controversy follows the magazine’s earlier backlash for its lavish Love Your W gala at Seoul’s Four Seasons Hotel on October 15th, where critics accused the event of prioritizing luxury over its actual goal, breast cancer awareness.
Adding to the public outcry, former AOA member Kwon Mina, who recently revealed that her sister is battling breast cancer, condemned the campaign for being “a flashy, insensitive spectacle that disregards patients’ pain.”
Public sentiment remains harsh, with many online users calling for a formal tax audit and legal review. Legal experts note that authorities could investigate whether W Korea’s actions violated South Korea’s Donation Act or even constituted fraud or embezzlement.
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