W Korea magazine has been forced to issue a public apology following widespread criticism that its annual Love Your W breast cancer awareness gala in Seoul felt more like a celebrity party than a charity fundraiser, especially given the modest amount of money reportedly raised.
The event, held on Wednesday, featured an array of K-pop stars, including members of BTS and Aespa, and actors like Byeon Woo-seok. However, clips shared online quickly sparked a backlash, with many pointing out that few attendees wore the pink ribbon symbol and that the atmosphere appeared to lack a sincere connection to the cause.
The Jay Park Controversy
The controversy deepened when Jay Park performed his 2015 hit, “Mommae,” a song with sexually suggestive lyrics, including lines about “the twin sisters hanging on your chest.” Critics deemed the performance “deeply inappropriate” and “insensitive” for an event centered on supporting breast cancer patients.
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Jay Park later posted an apology on Instagram, stating: “After the official breast cancer awareness campaign event ended, there was an after-party and performance. I understood it as a gathering of people who came together with good intentions and in good spirits, so I performed as I normally would. To any cancer patients who may have felt uncomfortable or upset watching my performance, I sincerely apologise. I hope you all stay healthy. Hwaiting! I performed, even though I have an injury, without pay and with a good heart, wanting to contribute in a meaningful way. Please don’t twist that goodwill. I meant this for those of you trying to turn one act done with good intentions into a controversy… Please don’t twist what I said or misinterpret it. I ask for your understanding.”
W Korea deleted videos of the performance within minutes of posting them following the public uproar.
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Questions Over Donations and Event Format
The magazine also faced scrutiny over the financial impact of the event, which has run for nearly two decades. Data submitted by the Ministry of Health and Welfare revealed that the campaign has raised only about 300 million won (approximately $210,000 USD) in direct contributions to the Korea Breast Cancer Foundation in total since 2006.
W Korea later clarified that the total cumulative amount donated from 2006 to 2024, including corporate contributions, was higher—around 960 million won—and that an additional 150 million won is expected to be donated this year, bringing the total to about 1.1 billion won over 20 years. However, even this figure was described by critics as a “disappointing sum” given the event’s high-profile sponsors and star-studded guest list.
The criticism pointed to a fundamental failure in the event’s execution. Unlike global charity events that feature survivor stories or medical advocacy, observers noted the absence of discussions on breast cancer prevention. Instead, the red carpet interviews focused on celebrity comebacks and year-end plans, with little emphasis on the cause.
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The Magazine’s Apology
W Korea issued a public apology four days after the event, acknowledging the strong backlash.
“Since 2006, Love Your W has focused on raising awareness about the importance of early detection of breast cancer,” the magazine said in a statement. “However, we recognize that the format and atmosphere of this year’s event did not reflect the purpose of the campaign, and we take these concerns seriously.”
The magazine added, “Most importantly, we deeply apologize to breast cancer patients and their families for any discomfort or hurt we may have caused. We also apologize to those who participated with good intentions and were affected by the controversy. We are reflecting on our shortcomings. We will continue to examine areas of improvement in response to the criticism, and we will thoroughly review every stage of event planning and execution going forward.” W Korea has since deleted all related content from its social media.
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