‘Breast cancer awareness or celebrity gala?’ W Korea charity event faces backlash
BTS member V, left, and aespa’s Karina, right, attend W Korea’s breast cancer charity gala at the Four Seasons Hotel in Jongno District, central Seoul, on Wednesday. Captured from W Korea’s Instagram
A breast cancer awareness charity event hosted by fashion magazine W Korea has sparked online criticism for focusing more on celebrity appearances than on its stated cause.
The event, held on Wednesday at the Four Seasons Hotel in central Seoul, marked the 20th anniversary of W Korea’s annual “Love Your W” campaign, launched to promote early detection and awareness of breast cancer. However, this year’s star-studded guest list — which included BTS’ V, aespa’s Karina and IVE’s Jang Wonyoung — has drawn accusations that the event has turned into a publicity-driven fashion party rather than a meaningful charity initiative.
Photos posted on W Korea’s Instagram on Thursday show celebrities who attended the magazine’s "Love Your W" breast cancer awareness event the previous day. Captured from W Korea’s Instagram
On Thursday, various posts on online communities and social media platforms criticized the magazine for holding what many described as a “celebrity friendship party disguised as a breast cancer campaign.” One user wrote, “What does drinking and posing for photos have to do with breast cancer awareness?” Another commented, “It’s nothing more than an idol networking event using a breast cancer campaign as a marketing label.”
W Korea, the Korean edition of the U.S. fashion magazine W launched in 1972, began publishing locally in 2005 and introduced the “Love Your W” campaign the following year. The annual event, attended by leading stars from the entertainment and fashion industries, claims to raise funds for the Korea Breast Cancer Foundation.
However, netizens are now questioning the campaign’s authenticity and transparency. Although W Korea has held the event for two decades, the total amount donated over 20 years is reportedly about 1.1 billion won (approximately $780,000). “For one of the country’s largest breast cancer charity events, that’s an incredibly small amount,” one comment said.
The backlash intensified after W Korea’s social media accounts filled with posts showing celebrity performances and video clips of famous guests doing viral social media challenges — with no mention of breast cancer awareness or health messaging.
“There wasn’t a single photo or statement from the attending celebrities expressing solidarity with the cause,” one viewer wrote. “It looks more like an influencer event than a campaign for women’s health.”
Observers noted that while the campaign’s initial purpose — encouraging breast cancer screenings and awareness — was meaningful, the event’s growing emphasis on glamour and branding may have eroded its credibility.
BTS member RM, front left, and aespa’s Winter, front right, look toward the camera during W Korea’s breast cancer awareness charity event at the Four Seasons Hotel in Jongno District, central Seoul, on Wednesday. Captured from W Korea’s Instagram
This article from Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.