Breast Cancer Awareness Campaign 'LOVE YOUR W 2025' Criticized for Becoming a 'Celebrity Drinking Party'

W Korea's 'LOVE YOUR W 2025' campaign, an initiative aimed at raising breast cancer awareness, has come under fire for allegedly devolving into a 'celebrity drinking party.'

W Korea has been organizing the 'LOVE YOUR W' campaign since 2006 to promote the importance of early detection and raise awareness about breast cancer. It has been a major charity event, inviting actors, models, and singers annually for photo walls and parties, with proceeds donated to the Korea Breast Cancer Foundation.

This year's event saw the attendance of notable figures such as Taeyang of BIGBANG, V and RM of BTS, Karina of aespa, Wonyoung and Yujin of IVE, and actors Byun Woo-seok, Park Eun-bin, and Lim Ji-yeon. However, images of them enjoying drinks and entertainment together, posted on the organizer's social media, sparked controversy regarding their connection to the campaign's original purpose.

Criticism intensified as the event seemed to forgo the symbolic 'pink ribbon' associated with breast cancer awareness, instead featuring scenes of alcohol consumption, which is often discouraged for cancer patients. Short-form video challenges by celebrities further fueled public backlash.

Jay Park, who performed at the event, faced significant criticism for selecting a song with sexually suggestive lyrics. He later explained, "I understood the party and performance after the breast cancer campaign event as something for the people present who gathered with good intentions, so I performed like I usually do. I performed diligently for free while injured, so please don't misuse that goodwill."

Individual social media posts from celebrities showcasing their fashion also drew criticism, with some likening the event to a fashion show. Some celebrities have since deleted their posts amidst the negative reactions.

Actress Park Eun-bin notably left the event midway, later mentioning on a live broadcast that she had "seen a lot" and was "just getting a taste of the atmosphere before heading home."

The controversy has divided public opinion, with discussions focusing on the attendees' appropriateness. Critics questioned the relevance of Jay Park's performance, even if unpaid, to the campaign's goals, and the superficial use of the '#BreastCancerAwareness' hashtag on social media posts.

Responding to the backlash, W Korea issued an apology four days after the event: "We are taking seriously the criticism that the composition and progression of the campaign were inappropriate in light of its purpose. We deeply apologize for causing discomfort and hurt by not meticulously considering the perspective of breast cancer patients and their families."

The event has ultimately left a negative impression on all parties involved.

Netizens expressed disappointment, commenting things like, 'The campaign's purpose is meaningless now,' 'Only the celebrities had fun,' and 'Jay Park's explanation is absurd.' Many are calling for W Korea to take responsibility.