W Korea has issued an apology days after backlash for a party-like breast cancer awareness event.High fashion magazine W Korea is at the centre of a major controversy after its 20th annual Love Your W breast cancer awareness campaign devolved into a star-studded party, prompting backlash over its tone, celebrity focus, and lack of genuine advocacy. The event, held on October 15 at Seoul's Four Seasons Hotel, was widely criticised for missing its vital purpose: meaningful awareness and support for breast cancer patients.
Criticism centred on how the event appeared more like a lavish celebrity gathering than a meaningful campaign. The presence of numerous K-pop idols and actors in revealing outfits, combined with footage of attendees drinking and participating in party games, was widely seen as inappropriate for a breast cancer event. Particular backlash was aimed at Jay Park's performance of his song "Mommae", whose lyrics include the controversial line "the twins hanging on your chest", which many deemed insensitive and offensive considering the event's breast cancer focus.
Netizens and fans expressed disappointment that the event lacked any serious messaging on breast cancer, instead highlighting celebrity revelry. Jay Park later issued a personal apology on social media, stating he performed in good faith but regretted causing discomfort to cancer patients.
Online outrage also erupted as images and videos surfaced showing top K-pop idols and actors, such as BTS's V, Big Bang's Taeyang, aespa's Karina, and IVE's Jang Won-young, enjoying drinks, striking revealing poses, and participating in party games at the invite-only affair. Spectators and patients were particularly upset that the event made no mention of breast cancer, omitted universal symbols like pink ribbons, and instead prioritised viral challenges and sponsor promotions.
Amid mounting criticism, W Korea issued a formal apology on October 19, directly addressing shortcomings in the event's planning and sensitivity. The statement reads:
"First and foremost, we would like to offer our deepest apologies for any inconvenience or hurt caused by our failure to carefully consider the position of breast cancer patients and their families.
We are reflecting on our own shortcomings, thinking of all those who were heartbroken by this event.
We also received warm support from those who showed interest in supporting our activities. To ensure that their affectionate sincerity shines through, we will continue to examine our shortcomings based on the various criticisms and suggestions.
We will use this incident as an opportunity to more closely re-examine the entire process of event planning and execution."
Notably, the official Instagram account of W Korea also removed photos and videos related to the event.
Despite the official apology, many netizens and fans remained unsatisfied, denouncing the statement for being general and not fully owning up to the tone-deaf decisions.
One person on X wrote, "Issuing an apology days after idols faced the backlash from your ineptitude. This fake-ass apology doesn't even address the real issue or the damage done. Why should artists suffer for your lack of proper organisation? So unprofessional."
"They didn't even mention anything about the missing donation or about artists being harassed because of them," another wrote. "Also, there's no way W Korea raised that little money. I don't want to be that person, but what are they doing with the donation money?" a third user questioned.
A fourth stated, "K media or magazines will not always be the biggest disappointment, istg; when it comes to apologies, they will do something that is half-baked."
Other notable attendees at the 2025 "Love Your W" event included RM and J-Hope from BTS, Giselle and Winter from aespa, Bang Chan and Seungmin of Stray Kids, Byeon Woo Seok, and a variety of high-profile actors such as Lee Min Ho, Jung Hae In, Lee Jun Ho, and Lee Chae Min. Many fashion influencers and personalities from K-drama and music circles also attended the event, adding to its star-studded atmosphere and celebrity focus.