Korean breast cancer gala slammed for being 'tone deaf', Jay Park, BTS, Aespa and others under fire

A breast cancer awareness campaign has instead sparked online outrage, with critics accusing W Korea’s annual “Love Your W” event of turning into little more than a celebrity party.

The invitation-only gala, held Wednesday at Seoul’s luxurious Four Seasons Hotel, drew some of K-pop’s biggest names — from BTS members to Stray Kids, aespa, Ive, and more. Social media posts shared by both W Korea and attending artists showcased glitzy celebrations, viral challenges, and plenty of glasses raised in toast, prompting many users to question whether the event had lost sight of its charitable mission.

Many criticised the event as inappropriate, particularly given that the illness it was meant to highlight often demands sobriety, careful medical care, and ongoing emotional support. Fans observed that the celebrities appeared unaware—or indifferent—to the cause.

Controversial performance

Adding fuel to the fire, Jay Park performed his hit song Mommae, which some online users flagged as insensitive toward breast cancer patients. Jay Park later apologized on social media:

“I performed as I normally do in good faith. I sincerely apologise if any cancer patients felt uncomfortable.”

Celebrity antics under scrutiny

Videos of Le Sserafim members Kim Chaewon and Kazuha posing with glasses of wine, and clips of aespa’s Giselle appearing unsteady while leaving the venue, drew criticism for what many described as inappropriate behavior at a charity event.

The backlash intensified when W Korea posted an article titled “Inside W Korea’s Breast Cancer Party,” seemingly celebrating the glitz over the cause itself. Although the post has been removed, the magazine has yet to issue an official statement addressing the controversy.

The backlash intensified when W Korea posted an article titled “Inside W Korea’s Breast Cancer Party,” seemingly celebrating the glitz over the cause itself. Although the post has been removed, the magazine has yet to issue an official statement addressing the controversy.

Over the past 20 years, the campaign has raised only ₩1.1 billion KRW (around 3 million AED), drawing criticism when stacked against international efforts like Selena Gomez’s Rare Impact Fund, which amassed $100 million (367 million AED) in less than five years.