Hundreds of netizens condemned W Korea's annual "Love Your W 2025" breast cancer awareness gala after videos showed celebrities drinking, dancing, and performing without any visible advocacy for the cause.
Held on September 15 at the Four Seasons Hotel in Seoul, the event promised a gala dinner and party to mark the magazine's 20th consecutive charity campaign, but many attendees and critics felt the evening bore little relation to breast cancer awareness.
Critics pointed out that common symbols of breast cancer campaigns, such as pink ribbons and dress codes, were absent. Instead of promoting early screening or sharing survivor stories, guests clad in black enjoyed an after-party where singer Jay Park performed his 2015 hit "Body (MOMMAE)," a song containing lyrics describing "twin sisters hanging from your chest." Many argued that this performance directly undermined the event's stated purpose and mocked patients who face breast removal surgeries as part of treatment.
Jay Park issued a public apology on October 16, clarifying that he understood the performance to be part of an after-party rather than the official campaign program. "If any cancer patients were offended by my performance, I apologize. I performed with good intentions without pay, despite my injury," he stated, adding a plea that his "goodwill not be misused" by those stirring controversy.
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W Korea quietly deleted the video of Jay Park's performance from its social media channels but declined to offer further comment, stating simply, "We cannot provide a response" to inquiries about the backlash.
According to the magazine, the "Love Your W" campaign has donated a cumulative 1.1 billion Korean won to the Korea Breast Health Foundation over 20 years, an average of 55 million won annually. Critics noted this figure pales in comparison to other domestic breast cancer fundraising initiatives, such as the Pink Run, which has raised 4.2 billion won over 24 years.
A small number of supporters defended the event, arguing that celebrity involvement raises visibility and that fundraising totals alone do not capture an event's impact. Yet for many patients and advocates, the apparent disconnect between celebration and advocacy at "Love Your W 2025" highlighted the need for charity events to align more closely with their causes in both messaging and substance.
