The annual “I love your W” charity event hosted by W Korea has been criticized for allegedly turning a breast cancer awareness campaign into what critics call a “celebrity fest.”
Held on October 15 at the Four Seasons Hotel in Seoul, the event marked its 20th anniversary and attracted a star-studded guest list, including V. of BTS, BIGBANG’s Taeyang, Karina from Aespa, IVE’s Jang Wonyoungand actor Hi Woo-seokamong others.
Originally launched in 2006, the “I love your W” The campaign aims to promote awareness of breast cancer and the importance of early detection, with proceeds donated to related charities.
However, social media exploded after the magazine’s official Instagram posted clips of celebrities clinking champagne glasses, dancing and posing with luxury brand sponsors, all under the campaign hashtag, #BreastCancerAwarenessCampaign.
Criticism of the “out of tune” celebration.
Many online commentators accused the event of straying from its intended message.
One netizen, claiming to be a breast cancer survivor, wrote:
“As someone currently undergoing treatment, I wonder if any of these celebrities or organizers have ever researched breast cancer. What does drinking and partying have to do with raising awareness? It seems like they’re making fun of us.”
Another commented:
“Cancer patients can’t drink and many have had mastectomies, yet attendees were dressed for a luxury gala. There wasn’t a single pink ribbon or awareness symbol in sight.”
The pink ribbon, an internationally recognized emblem for breast cancer awareness, was reportedly absent from most promotional materials and event images.
Others pointed to the limited reach of South Korea’s donations, despite the campaign’s long history.
“After 20 years, they have only donated about KRW 1.1 billion (about $800,000) and provided screening to 500 women – a small amount compared to the luxury and sponsorships on display.”
Jay Park’s performance adds fuel to the fire
The controversy intensified when the rapper Jay Park performed his 2015 hit “Mom” during the event. Critics said the explicit lyrics, including “I don’t know what our relationship is, but I want to be presented to me with the twins on your chest,” were inappropriate for a breast cancer awareness context.
“Why perform a song that sexualizes women at a breast cancer charity?” one commenter asked.
“It completely undermines the message of the event.”
In response to the backlash, Jay Park took to Instagram to release a statement:
“After the official benefit program ended, I performed at the after-party for the remaining guests. If any cancer patient was offended or felt uncomfortable, I sincerely apologize. I performed with good intentions and without compensation, even if hurt. Please do not distort this goodwill.”
While some fans appreciated his apology, others argued that both the event organizers and the artists should have exercised more sensitivity towards the purpose of the event.
Public trust is at stake
Now in its 20th year, I love your W has long been seen as one of South Korea’s major philanthropic fashion campaigns. However, this year’s backlash has triggered broader conversations about “performative charity” in celebrity culture, questioning whether such glamorous events actually serve awareness or simply bolster brand image.
As one netizen said:
“If you want to raise awareness, donate directly. Don’t use breast cancer as an excuse for a celebrity party.”
Sources: born
