October 21, 2025
SEOUL – Charity galas are meant to blend glamour with goodwill. But when the spotlight shifts too much toward spectacle and the funds raised fall short, public criticism often follows.
That is what happened to W Korea.
On Sunday, the magazine issued a public apology after its annual breast cancer awareness campaign, Love Your W, was criticized for feeling more like a celebrity party than a charity event, especially given the modest amount it raised.
The company apologized four days after Wednesday’s event in Seoul sparked backlash online.
“Since 2006, Love Your W has focused on raising awareness about the importance of early detection of breast cancer,” the magazine said in a statement. “However, we recognize that the format and atmosphere of this year’s event did not reflect the purpose of the campaign, and we take these concerns seriously.”
“Most importantly, we deeply apologize to breast cancer patients and their families for any discomfort or hurt we may have caused. We also apologize to those who participated with good intentions and were affected by the controversy. We are reflecting on our shortcomings,” it added.
W Korea said it plans to review how the event is organized and managed to prevent similar issues in the future. The magazine has also deleted all posts related to the event from its Instagram account.
However, the apology left many questions unanswered, particularly about how much money was raised.
Many questioned how a campaign that has been running for nearly two decades, supported by top celebrities and luxury brands, had reportedly raised only about 300 million won ($210,000) in total. This amount was revealed by data submitted by the Ministry of Health and Welfare to Rep. Lee Soo-jin of the Democratic Party of Korea.
In response, W Korea reportedly clarified that total donations from 2006 to 2024 amount to around 960 million won, not 300 million. The smaller figure referred only to direct contributions made under the magazine’s name. Including this year’s planned donation of 150 million won, the total comes to about 1.1 billion won over 20 years — still a disappointing sum to many.
This year’s event featured some of Korea’s biggest stars, including actor Byeon Woo-seok, BTS and Aespa members, and quickly went viral on social media.
Many pointed out that few, if any, attendees wore pink ribbons, which is the global symbol of breast cancer awareness, and that the event itself showed little connection to the cause it was meant to represent.
The controversy deepened when singer Jay Park performed his sexually suggestive hit “Mommae.” Many criticized it as an inappropriate choice for an event dedicated to supporting breast cancer patients.
