Why has W Korea’s ‘Love Your W’ gala sparked outrage over overshadowing breast cancer awareness

The annual breast cancer awareness event hosted by fashion magazine W Korea, ‘Love Your W 2025,’ has come under intense criticism after the gala appeared to prioritise glamour over its charitable mission. Critics argue that the event, intended to highlight breast cancer awareness, devolved into a celebrity-focused party and fashion showcase. 

Event overshadowed by star-studded party

Held on September 15 at a hotel in Seoul, the event marked the 20th anniversary of W Korea’s breast cancer awareness campaign. Traditionally, the gala has attracted dozens of stars to draw public attention to the cause. However, this year, social media backlash erupted due to the near-absence of mentions or performances related to breast cancer.

According to Koreaboo, the controversy intensified following singer Jay Park’s performance of his 2015 song ‘Mommae’ (Body), which features lyrics explicitly referencing women’s bodies and breasts. Critics argued that the performance “directly conflicted with the campaign’s purpose of raising breast cancer awareness.”

Symbols of the campaign, such as pink ribbons and dress codes, were reportedly minimal, leading to further criticism that the event had become more about brand sponsorships and celebrity marketing than charitable action. Some observers remarked, “If they had removed the breast cancer pretext and framed it as a 20th-anniversary fashion gala, this criticism wouldn’t have arisen.”

Jay Park issues apology

Amid mounting backlash, Jay Park apologised on social media on September 16 for performing ‘Mommae’, noting its lyrics could be deemed inappropriate in the context of a breast cancer awareness event. He wrote, “The performance was during an after-party following the official campaign event, so I performed as usual. I apologise if it caused discomfort to cancer patients.”

He added, “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 apologise. 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.”

Despite the apology, W Korea issued no official statement, merely deleting the video of Jay Park’s performance from its social media accounts while avoiding a broader response.

Park Eun Bin draws attention

Actress Park Eun Bin became a focal point amid the backlash over the “Love Your W” gala after leaving the event early. Her early departure drew attention online, with many speculating that she was disappointed with the event’s execution.

Shortly after leaving, Park went live on social media from her car, interacting with fans and sharing her thoughts on the evening. “I’m on my way home after the event… It has been a while since I’ve been to an event like that – or, I think it might even be the first time. It was quite an experience… Yeah. Anyway, I’m done and heading home now. I wish I could have stayed through the whole thing, but… Yeah. just… Yeah. That’s all,” she said.

Netizens criticise celebrity conduct and insensitive promotions

Photos and videos from the event showing celebrities drinking and socialising sparked outrage online. Critics argued that none of the roughly 100 invited celebrities posted about breast cancer awareness, further reinforcing claims that the gala had strayed from its intended purpose.

Similarly, W Korea’s official Instagram account posted a story promoting a hairstyling device using hashtags related to the breast cancer campaign. Many netizens criticised the move as insensitive, pointing out that many cancer patients lose their hair during treatment, making the advertisement appear tone-deaf.

Netizens have voiced growing skepticism about the event’s identity and intent. While the gala is officially aimed at raising funds and awareness for breast cancer, critics contend that W Korea has prioritised fashion, celebrity marketing, and brand promotion over genuine charitable work. The low funds reportedly raised this year have further intensified public outrage.