The organizers introduced the event as “a campaign to raise awareness about breast cancer and the importance of early detection since 2006,” but the actual scene was different. W Korea’s social media was filled with images of celebrities’ outfits, toasting scenes, and dance times. Videos mainly featured scenes of clinking champagne glasses with cheers, celebrities dancing, and people dressed up in conversation. Essential campaign messages about breast cancer, patient interviews, and donation details were hard to find.
The controversy was further fueled by the presence of alcohol at the event, which is a taboo for breast cancer patients. The medical community identifies alcohol as a risk factor for breast cancer and advises against drinking. However, stars in social media videos were seen smiling brightly while holding champagne glasses. The criticism was that “seeing scenes of drinking at a breast cancer awareness campaign is incomprehensible.”
The pinnacle of the controversy was Jay Park’s performance. He performed his hit song “Mommae” during the celebratory show, which includes lyrics that sexually describe women’s bodies, like “sister twins hanging on your chest.” The song blared at a breast cancer awareness event, focusing on the sexualization of women’s bodies rather than awareness. Faced with public outrage, W Korea took down the video within 20 minutes. Jay Park later apologized, but his subsequent statement, “Don’t misuse good intentions,” only fueled the controversy further.
The emphasis on W Korea’s “cumulative donation of 1.1 billion KRW over 20 years” also came under scrutiny. When divided annually, it averages out to about 55 million KRW. Considering the venue rental costs at the Four Seasons Hotel and celebrity invitation fees, there are criticisms that “event expenses may surpass the donations.” In contrast, the same foundation’s ‘Pink Run’ citizen campaign has donated 4.2 billion KRW over 24 years. Online, the event was criticized as “not a charity, but a brand show,” and “a marketing event exploiting breast cancer.”
The symbolism was missing as well. At international breast cancer charity events, attendees typically wear the pink ribbon, the international symbol for breast cancer, or follow a pink dress code. The venue was dominated by black and metallic tones. This directly shows how much the campaign’s symbolism and sincerity have faded.
Responses from breast cancer patients and their families were cold. One netizen wrote, “My mother is a breast cancer patient, and we get her checked every year, but this event is of no help. Cancer patients can’t even drink, and this feels mocking.” Another patient criticized, saying, “It was a display ignoring the reality of having to dress up for a party after a mastectomy. Without even one pink ribbon, it’s unclear who this event was for.”
Netizens expressed their anger, saying, “Breast cancer was just used,” “As someone who lost a family member to breast cancer, I am very angry,” “A booze party at a breast cancer event? It’s a bundle of contradictions,” “I didn’t even know it was a breast cancer campaign,” “They should have at least properly mentioned or encouraged the patients.”
After 20 years of the charity event ‘Love Your W,’ the question remains—who is this campaign really for? W Korea has not yet provided an official statement.