“What if everyone did what Byun Woo-seok and Wonhee did? Or said what IVE’s Park Eun-bin and Rei did?”
This was the rhetorical question posed by Korean netizens and media, following the controversial execution of W Korea’s “Love Your W 2025” campaign.
The campaign, intended to raise awareness of breast cancer, is facing strong backlash for straying from its original purpose. Held on October 15, the event looked more like a celebrity-studded fashion gala than a public health initiative.
No pink ribbons. No clear dress code. No core message.
That’s how critics described the scene. Social media was filled with high-fashion snapshots, bright lights and glasses of champagne, but almost no visible indicators of a breast cancer awareness campaign. Instead of pink symbolism or messages of support, the event leaned heavily towards a red carpet atmosphere.
The most jarring moment came when singer Jay Park performed his hit “Mommae,” in stark contrast to the campaign’s supposed focus on women’s health. He later apologized, but the damage was done. Notably, South Korea has not yet released any statement.
In the absence of a clear indication from the organizers, the responsibility seemed to fall on the celebrities themselves. And here the contrast was stark.
Byun Woo-seok, for example, attended in a tuxedo adorned with a pink floral accent, a nod to the cause. ILLIT’s Wonhee spoke immediately after her performance on stage: “Please don’t ignore even the smallest symptoms. Start with advance checks.“
Park Eun-bin left early and addressed fans in a live stream, expressing gratitude for taking part in a meaningful campaign.
Rei from IVE went further: “Even though it’s not exactly the same, I felt pain too. I researched the campaign before taking part and hope that awareness will grow.“
Their brief comments resonated. They weren’t grand gestures, but they showed thoughtfulness, intention and awareness.
Meanwhile, the silence of other celebrities has sparked growing criticism, even leading to unfair scrutiny. Netizens analyzed videos from the afterparty—such as Winter and V chatting, or Giselle tripping over heels that were too big—and framed them as signs of inappropriate behavior, even though most of the clips were from the afterparty, not the main event.
Amid growing concerns, South Korea’s history of donations has also come under the microscope. Although it claimed to have raised over KRW 1.1 billion since the campaign began, reports revealed that only around KRW 300 million has been officially delivered to the Korea Breast Health Foundation in 17 years. Questions have arisen about transparency, especially since the celebrities reportedly received no compensation for participating.
This begs the question: Was this really a breast cancer awareness campaign or a social affair disguised as one?
A structural failure, not an individual fault
It’s easy to blame the celebrities who didn’t say anything. But fundamentally, the blame falls on Korea W, which failed to provide structure, a clear message, or even symbolic direction. When public figures participate in a campaign without being properly informed, they risk becoming mere decorations for an empty show.
Yet, as this case demonstrates, even a small act of awareness, such as wearing a pink flower or saying a sincere phrase, can make a difference. If all the participants had done what Byun Woo-seok and Wonhee did, or said what Park Eun-bin and Rei said, the outcome might have been different.
But the real lesson here? You need to build campaigns to make this possible. Without structure, clarity or accountability, even the most glamorous events fail, leaving only confusion and criticism in their wake.
Sources: MyDaily, DongA Ilbo, Korea Daily, Women News, Daum
