For nearly two decades, the annual charity gala hosted by W Korea—Love Your W—has stood out as a key campaign for breast cancer awareness in South Korea. But the 2025 edition, marking the event’s 20th anniversary, has triggered a wave of criticism as attendees and the format appeared to favour red-carpet glamour over grounded advocacy.
Originally launched to educate women about early detection and support breast cancer research, the Love Your W campaign has earned praise over the years for its mission-driven approach. However, this year’s event seemed to lean heavily into celebrity glitz, with social media buzzing more about designer looks than health awareness.
The 2025 guest list featured a large lineup of K-pop idols, showcasing the event’s star power—but also fueling the controversy. Among those present were V, RM and J‑Hope of BTS, Bang Chan and Seungmin of Stray Kids, Jungwon, Jake and Sunghoon of ENHYPEN, as well as Soobin of TXT and Karina of aespa.
Social media quickly filled with comments from disappointed fans and netizens. Many pointed out the lack of visible advocacy or even acknowledgment of the cause during the event coverage.
“It feels like an influencer gala now, not a charity event,” one comment read on X (formerly Twitter).
“Beautiful outfits, yes — but I didn’t see a single reminder about breast cancer screenings or donations,” another added.
As the criticism mounts, some fans and industry voices are calling for W Korea to clarify how the event’s proceeds are used and to refocus future campaigns on their original purpose. Suggestions include integrating more survivor stories, health education booths, and donation transparency reports — ensuring that the “W” in Love Your W stands for women’s wellness once again.
The backlash against Love Your W 2025 is more than a debate over fashion — it’s a wake-up call. It highlights how easily causes can lose their meaning when the spotlight shifts from advocacy to aesthetics. For W Korea and its celebrity supporters, the path forward is clear: real change begins when glamour meets genuine purpose.
