South Korean fashion magazine W Korea has come under heavy criticism for what has been described as a inappropriate approach to its breast cancer awareness campaignleading the publication to apologize and remove social media content featuring the singer and actress Hyeri.
The controversy stems from W Korea’s annual “I love your W 2025” campaign, maintained October 15than event designed to raise awareness and funds for breast cancer research. The campaign, active since 2006, sparked strong reactions after the magazine’s official channels defined the event as a “Breast Cancer Celebration”.
Public reaction and performance controversy
Public reaction intensified when videos of the event began circulating online, featuring celebrities drinking alcohol and wearing revealing clothingwhile artist Jay Park performed his hit song “Mom”, which contains explicit lyrics.
Jay Park later issued a public apology, saying: “I’m sorry if my performance caused any discomfort. That was never my intention.”
However, South Korea remained silent for several days following the controversy, sparking criticism from the public and media over what was perceived lack of responsibility.
Questions raised about donations
The situation worsened further when Representative Lee So Jin of National Assembly Committee on Health and Welfare data disclosed on donations received from Ministry of Health and Welfarerevealing that South Korea’s total contributions to the campaign over 18 years amounted to only ₩315.7 million KRW (approximately $230,000 USD).
The publisher, Doosan magazinelater issued a clarification stating that the total donations related to the campaign had been reached ₩1.1 trillion KRWincluding contributions made by external brands and individuals.
However, a Shipping The report contradicted the claim, claiming that Korea W’s direct donations only amounted to ₩437.9 million KRWwhile the rest came from external sources.
Amid growing criticism, South Korea issued a brief apology on October 19. However, the decision to do so disable comments on the post drew further condemnation from the public, who described the move as “not sincere” AND “performative”.
Shortly after the statement, netizens flooded W Korea’s official Instagram with complaints under the magazine’s latest post: a photo of Hyeri. Publication later deleted the postAND Editor-in-Chief Lee Hye Joo has made his personal social media account private.
Celebrities speak out
Former AOA member Mystery he publicly criticized the event, citing his personal experiences with cancer within his family. In a statement posted to her Instagram account, she revealed that her father had died of pancreatic cancer and her sister had been battling stage 3 breast cancer.
Kwon wrote, “If they really cared about breast cancer patients and their families, they would never have thrown such a lavish party. Looking at the glamorous photos with that title made me feel deeply uncomfortable.”
Despite the apology, public criticism of South Korea continues, with many demanding it greater transparency about the campaign donation process and more respectful approach to protect health in the future.
As of now, South Korea has not announced any follow-up measures beyond the initial apology.
