W Korea's Event Misses Its Purpose
Criticism Over Song Lyrics and Party Atmosphere
W Korea, a domestic fashion magazine, is facing controversy over its annual charity event "Love Your W," which critics claim has devolved into a celebrity social gathering, straying from its original purpose of "raising breast cancer awareness."
Members of BTS RM (left) and aespa Winter (right) attending the "W Korea Breast Cancer Charity Event" held on the 15th at the Four Seasons Hotel in Jongno-gu, Seoul. Photo by W Korea Instagram
The event was held on the 15th at the Four Seasons Hotel in Jongno-gu, Seoul, drawing widespread attention as top idols such as BTS members V, RM, and J-Hope; IVE's Jang Wonyoung and An Yujin; Aespa's Karina and Winter, as well as renowned actors including Lee Youngae, Go Hyunjung, Lee Minho, and Park Seojoon, were in attendance.
W Korea promoted the event as a "campaign to raise women's awareness of breast cancer and the importance of early screening," but most of the videos released on its official social media channels focused on a party atmosphere, which sparked controversy.
In the photos, attendees could be seen raising glasses in toasts and enjoying stage performances. Some singers performed live at the event, and these scenes quickly spread across online communities and social media.
The response from online users who saw these posts was cold. Many criticized the event, asking, "What does breast cancer awareness have to do with a celebrity social gathering?" "Is drinking and singing supposed to raise awareness?" and "This concept is disrespectful to breast cancer patients." In particular, the observation that "alcohol is one of the worst things for breast cancer, yet there are so many scenes with people holding drinks" resonated with many.
Controversy Over Song Lyrics: "Sorry If Anyone Was Offended"
The controversy extended to the choice of songs performed. Singer Jay Park performed his hit song "Mommae" at the event, but the lyrics were criticized as being inappropriate for a breast cancer awareness campaign. Both the organizers who planned the stage and the singer who selected the song were called out for their lack of consideration.
W Korea deleted the video within 20 minutes of posting it, and on the 16th, Jay Park posted on his Instagram, "After the official breast cancer campaign ended, I understood the party and performance to be for those present, so I performed as I usually do." He added, "If any cancer patients were offended or felt uncomfortable by my performance, I apologize. I wish you good health. Stay strong."
11 Billion Won Donated Over 20 Years... Comparisons With 'Pink Run'
W Korea stated, "Over the past 20 years, we have donated a total of 1.1 billion won to the Korea Breast Health Foundation," and "all proceeds from the event are donated to support the foundation's activities." This averages out to about 55 million won per year over two decades. W Korea described the event as "the largest charity event in Korea," explaining, "We host gala dinners and parties, donate the proceeds to support the Korea Breast Health Foundation's activities, and, through participatory campaigns, help cover screening and treatment costs for women and low-income groups."
However, some online users pointed out that "an annual amount of around 50 million won is less than what is raised by 'Pink Run,' which regular citizens participate in," questioning the event's sincerity. Pink Run is a breast health running event organized by the Korea Breast Health Foundation, which has raised a total of 4.2 billion won in donations over the past 24 years.
While some defended the event, saying "the purpose is more important than the amount donated," the overall public sentiment leaned toward criticism, noting that the event focused more on "celebrity promotion" than on breast cancer awareness, and accusing it of "using breast cancer as a marketing tool."
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