Korean Breast Cancer Awareness Event Did Not Follow Original Intent
- jfktribune
- Nov 19
- 4 min read
W Korea is a fashion magazine that hosted a breast cancer awareness event called, “Love Your W.” It was hosted at the Four Seasons Hotel in Jongno-gu, Seoul on Oct. 15. This year marks its 20-year anniversary and is also South Koreas’ biggest charity event. Luxury brands were sponsors and big actors and K-pop idols were invited to draw attention toward the charity.
W Korea began in 2005, merging fashion and fundraising to spread awareness of breast cancer. The charity is now facing backlash because of the recent event that was seen as a brand marketing rather than its intended purpose. The function was not seen to have pink ribbons or any display that represented any awareness. Some called it a “celebrity drinking party.”
According to the Straits Times, “...there was no confirmed participation from patients or healthcare professionals at the W Korea event.”
K-pop's biggest groups such as BTS, Aespa, Stray Kids and IVE were invited. Many idols were criticized. Jay Park, former member of the K-pop group 2PM, performed, “Mommae” intensified the backlash.
The song, “Mommae” is a sexually explicit song that talks about a woman's body and has provocative lyrics like, “I don’t know what our relationship is, but I want to get introduced to the twin sisters hanging on your chest.”
Park apologized for this situation. A day after the event, he said, “If any cancer patients felt uncomfortable or offended by my performance, I sincerely apologize.”
W Korea’s social media presence regarding the event included tagging brands, idols making TikToks and taking photos of the idols drinking alcohol. Many idols were criticized, such as a video of Giselle from Aespa who was seen swaying uneasily as she left the function, implying she got drunk. Many female artists were denounced by online users known as “Netizens.” In the K-pop context, Netizens are active internet users who engage online about the K-pop community. Netizens mocked the way the female idols dressed and brought up past photos to debrief on their plastic surgery.
Other Netizens thought this was taken too far.
One said, “It’s true the event was offensive to patients and families. But why are only female stars facing this same backlash?”
Another said, “The participating stars are disappointing, but do they even have the freedom to choose their outfits?”
On Oct. 19, W Korea apologized for its recoil.
“...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… Most importantly, we deeply apologize to breast cancer patients and their families for any discomfort or hurt we may have caused,” W Korea stated. “We also apologize to those who participated with good intentions and were affected by the controversy. We are reflecting on our shortcomings.” All the posts involving the campaign were deleted and the magazine acknowledged how they will be more careful planning the charities in the future. However, questions still struck such as how much money was raised for the event? W Korea donated around 960 million won from 2006 to 2024 but was accused of only donating 300 million won. An added 2024 donation of 150 million won totaled to 1.1 billion won towards the charity, but people were still unsatisfied.
Krisha Patel, a junior at John F. Kennedy High school said, “I feel like since it was a breast cancer awareness event, there should have been no alcohol and the idols should have been giving awareness but they didn’t.”
Sara Erande, a junior at Irvington High school, said, “I think it was weird that they didn’t use this platform to spread awareness about breast cancer. I feel like they falsely advertised it because it wasn’t about fundraising, it was just about celebrities having fun.”
They also felt that K-pop idols have a large impact when it comes to spreading awareness.
Erande said, “For sure. They have such an impact on their fans and if the idols do something, fans will do it as well.”
“Yes because K-pop idols have a big fanbase so I feel like that fanbase might get the information they need [about what’s going on],” said Patel.
The way these K-pop idols acted might have changed the views of fans, but will it?
Patel said, “Many fans are obsessed with their idols so they may just see this as nothing, but to others this may be a big thing since many lives were lost to [breast] cancer.”
“For the most part, no, because a lot of scandals happen over the years but the groups still have a strong fanbase… the rest [of the fans] forget about it in a few months.”
A few K-pop idols spoke up about the event such as Rei from IVE, Minju and Wonhee from Illit and singer Kwon Min-ha, who criticized the environment of the party, empathizing with cancer patients and their families. “Seeing photos of glamorous, stylish, and joyful celebrations labeled as breast cancer awareness --it was uncomfortable and distressing,” Min-ha said.
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