On October 19, screenshots showing Lee Hye-joo’s post from a previous breast cancer awareness campaign surfaced in an online community. The images revealed Lee posing with HyunA and captioned the photo, “HyunA charming and elegant.”
The controversy stems from Lee’s use of the term “glamour,” a phrase that emphasizes a woman’s physical appearance during a breast cancer awareness event. Netizens condemned the remark, calling it “inappropriate and tone-deaf,” with comments such as: “Was this supposed to be a breast show?”, “Using the word ‘glamour’ in an anti-cancer campaign is low class,” and “I couldn’t believe my eyes when I saw it.”
This comes amid a wave of criticism surrounding this year’s 20th “Love Your W 2025” campaign, held on October 15 at the Four Seasons Hotel in Seoul. The event was attended by top idols such as RM, J-Hope and V of BTS, Kim Chaewon and Kazuha of LE SSERAFIM, I-DLE, An Yujin, Rei and Jang Wonyoung of IVE, Haewon and Sullyoon of NMIXX and aespa, along with numerous actors.
Since its launch in 2006, the Love Your W campaign has raised over KRW 1.1 billion in donations for breast cancer awareness. However, this year’s event drew backlash for straying from its original intent.
Criticism first erupted after Jay Park’s performance of his hit song “MOMMAE,” which includes the lyrics “Your twins hanging on your chest,” a phrase some have found offensive to breast cancer patients. Facing the backlash, Jay Park apologized, saying, “It was supposed to be a good event. I performed as usual, but I’m truly sorry if anyone battling cancer felt uncomfortable.”
Further outrage arose over media coverage of the event. The videos and photos shared by W Korea mostly showed celebrities drinking and partying, rather than promoting cancer awareness. Some online commentators mocked the event, calling it a “breast cancer party” rather than a campaign.
On October 19, South Korea issued an official apology via social media, stating, “We sincerely acknowledge criticism that the composition and execution of the event were inappropriate given the purpose of the campaign. We deeply apologize to breast cancer patients and their families for the distress and pain we have caused.”
Despite the apology, Lee Hye-joo’s resurfaced remark about HyunA reignited public anger, raising questions about the sincerity of South Korea’s reflection and the broader issue of insensitivity at celebrity-led charity events.
