What was supposed to be a high-profile charity campaign for breast cancer awareness is now drawing widespread criticism for its tone-deaf execution and shady donation practices. The W Korea Annual “I love your W” The event, held Oct. 15 at the Four Seasons Hotel in Seoul, was criticized for prioritizing opulence over defense.
The event brought together dozens of Korean celebrities under the banner of breast cancer awareness, now celebrating its 20th anniversary. However, this year’s gala was criticized by the public for straying from its original mission. Images of tables covered in champagne, red roses and no visible pink ribbon, a symbol of breast cancer awareness, left many questioning the sincerity of the event.
Critics say the occasion looked more like a celebrity-studded cocktail party than a health-focused campaign. Further controversy emerged when Jay Park performed his song “MOMS”known for his sexually suggestive lyrics widely deemed inappropriate for the event’s theme. Although his performance sparked negative reactions, South Korea has yet to remove the video from its official social media channels, further fueling doubts about the campaign’s integrity.
Adding to the criticism is the lack of transparency regarding donations. According to a report from Dispatch, the celebrities attended the event with no appearance fees and even covered their own styling expenses. Although fashion and jewelry brands were invited to participate, some reportedly paid ₩30 million and ₩5 million, respectively, as part of their involvement. Dispatch estimates that nearly ₩1 billion KRW (approximately $740,000 USD) may have been raised during the event.
Despite this, over the past 20 years, the total amount of donations disclosed by the campaign has been only ₩1.1 billion KRW, averaging around ₩50 million KRW per year. Although organizers said they supported breast cancer screening for about 500 people, no official breakdown on how the funds were used was shared publicly.
Even more disconcerting to some is the focus on photoshoots and social media challenges, such as the trend of champagne toasts among stars completely detached from the gravity of the issue at hand. Celebrities in attendance were also only allowed to bring one staff member, reportedly for a photo-focused check.
As public outcry grows, South Korea has yet to issue an official statement, leaving many to question not only the holding of this year’s event, but the overall credibility of the campaign moving forward.
Sources: Daum
