“Love Your W 2025” Controversy: Breast Cancer Campaign Turns Into Glamorous Celebrity Party

W Korea’s “Love Your W 2025” faces backlash.
Critics call it a party, not a cancer campaign.
Survivors say it lost its true purpose.

W Korea’s annual Love Your W event, once regarded as one of the most meaningful breast cancer awareness campaigns in the country, is now facing heavy criticism for missing the mark. The 20th-anniversary gala, held on October 15 at the Four Seasons Hotel in Jongno gu, Seoul, was meant to celebrate two decades of advocacy, early detection education, and patient support. But instead of being remembered as a meaningful milestone, this year’s edition is being called out as a glamorous celebrity party that strayed far from its purpose. Videos of idols and actors dancing to loud music, clinking champagne glasses, and taking selfies quickly spread online, triggering backlash from netizens, cancer survivors, and advocacy groups who questioned whether the event was truly about breast cancer awareness at all.

The campaign, launched in 2006, has raised more than 1.1 billion won over the past 20 years and has been praised for its role in promoting awareness about breast cancer risks and the importance of early screening. Yet this year’s event, attended by A list stars like RM, J Hope, and V of BTS; aespa; Kim Chae won and Kazuha of LE SSERAFIM; Ahn Yu jin and Jang Won young of IVE; as well as renowned actors such as Lee Min Ho, Park Eun bin, and Im Soo jung, quickly shifted from advocacy to extravagance. Many observers felt that without educational initiatives, survivor testimonies, or visible fundraising efforts, Love Your W 2025 became more about glitz and socializing than raising awareness.

A Breast Cancer Awareness Event or Just a Party?

When Love Your W was first launched in 2006, it was celebrated as a groundbreaking initiative that used the influence of media and celebrities to spread awareness about breast cancer. It aimed to educate the public on early detection, support patients, and contribute to research funding. However, this year’s 20th-anniversary celebration took a turn that many found disappointing. W Korea’s official social media posts from the event highlighted celebrities in couture gowns sipping champagne, dancing, and laughing but offered no substantial information on breast cancer prevention, patient stories, or how the donations would be used. For many, the absence of such content made it difficult to believe the event was still about the cause it claimed to support.

The backlash on social media was swift and widespread.

“For a breast cancer awareness event you have to do something to raise awareness of breast cancer… I have seen nothing of it during the whole event. No wonder the fundraising is so low.”

“What did you even do to raise breast cancer awareness?”

“Is this a breast cancer campaign? Hosting a dinner for privileged celebrities to eat and drink wine?”

Criticism escalated further when Jay Park performed his song Body, which contains lyrics referencing women’s bodies, a decision widely condemned as insensitive toward mastectomy patients. One commenter wrote:

“The song choice was irrelevant and completely ignored the needs of patients. For those who have lost their breasts, it felt like mockery.”

Jay Park later issued an apology on Instagram, clarifying that he performed with good intentions and without pay: “I apologize if any cancer patients felt offended or uncomfortable watching my performance. I wish you all good health and strength.” Despite his statement, W Korea deleted the video of his performance just 20 minutes after posting it due to the intense backlash.

The strongest criticism, however, came from breast cancer survivors themselves. Many expressed deep disappointment and frustration, saying the event felt disconnected from the real challenges faced by patients.

“A breast cancer awareness event where celebrities just drink and party all night. As a breast cancer survivor who can’t even drink alcohol because it increases the risk of recurrence, I can’t begin to explain how insanely out of touch this is.”

The comment sections of W Korea’s posts were flooded with biting remarks and sarcastic questions:

“Does breast cancer awareness improve when celebrities get drunk and party? This is hilarious.”

“Why is your social gathering being called a breast cancer awareness campaign?”

“Does this aristocratic drinking game increase awareness of breast cancer?”

“I don’t see the point of raising money for this purpose.”

Another user added:

“It’s sad how some events use awareness as a beautiful cover, yet forget the true meaning behind it. I’m really disappointed.”

W Korea also drew fire for tagging sponsored products with the hashtag “breast cancer,” which many saw as disrespectful. Even after deleting or privatizing controversial posts, public frustration remained.

Some entertainment agencies publicly expressed regret for sending their artists, with one representative saying, “I thought it would be a good campaign, but now we’re being criticized,”

while others admitted, “Thankfully, we decided not to send any of our celebrities.”

What was supposed to be a landmark celebration of Love Your W’s 20th year has instead become a cautionary tale about how easily a campaign’s purpose can be overshadowed by spectacle. The uproar surrounding Love Your W 2025 highlights a fundamental truth: raising awareness is not about glamour or parties, it’s about empathy, relevance, and amplifying the voices of those living with the disease. Without that, even the most well-intentioned initiatives risk becoming exactly what critics have labeled this one: a party masquerading as a cause.

Source: W Korea Official Account, The Korea Economic Daily, Sports Kyunghyang