South Korea is under intense scrutiny after hosting what was supposed to be a breast cancer awareness campaign but was widely perceived as a tone-deaf celebrity party. The event, entitled I love your W 2025was supposed to mark the 20th anniversary of the campaign, but instead sparked public outrage for trivializing a serious issue.
Held on October 15, the event sparked backlash after livestream footage revealed a scene that resembled a glamorous celebrity-filled party rather than a significant charitable effort. Many have criticized South Korea for exploiting the breast cancer cause solely for publicity purposes, using it as a thin veil to host a high-profile social gathering.
The controversy escalated further when YouTuber Jung Seon Ho, who has 1.83 million subscribers, publicly denounced the event in a video featuring his mother, a breast cancer survivor. In the video, Jung played Jay Park’s song “Mommae” which was performed at the event, prompting the visibly upset mother to say: “Is this really the kind of song they play during a campaign? It sounds like a joke.”
Jung did not hold back, saying: “It seems the organizers just wanted an excuse to attract celebrities for free and get brand sponsorships, so they nicknamed us ‘Breast Cancer’.” He wondered whether simply having celebrities at a party really raises awareness about a disease that affects millions of people.
The backlash escalated on October 23, when fashion influencer Sinu (real name Jeon Shin Woo, ~400,000 subscribers) revealed via Instagram Stories that South Korea had used the phrase “breast cancer party” in the invitation to the actual event. Sinu shared a photo of the invitation, which emphasized the opportunity to “see top stars perform up close” and “enjoy a celebrity party,” with little to no mention of awareness or support.
“I remember reading the term ‘breast cancer party’ and thinking, ‘Is this real?’” Sinu said. “Apparently, it wasn’t just me who found it strange that a lot of people actually went there.”
The invitation emphasized celebrity access to the cause: “This is the breast cancer party that has attracted the attention of top stars. Through a special collaboration with W magazine, a limited number of creators are invited to enjoy up-close shows and mingle with celebrities.”
W Korea’s official website also called the event a “breast cancer party”, stating that it aimed to raise awareness and contribute to prevention and treatment, but once again characterized it as a party specially prepared for this purpose, further highlighting the misalignment between message and execution.
Critics say this incident reveals how far South Korea has strayed from its original mission over the past 20 years, turning what should be a deeply meaningful campaign into a spectacle.
Sources: born
