The breast cancer awareness campaign charity event 'Love Your W' sparked controversy for being conducted as a party where famous celebrities drank alcohol. Fashion magazine W Korea issued an apology on the 19th through its official website and social media channels. W Korea stated, "The event is a campaign that started in 2006, and for 20 years we have been striving to raise awareness about the importance of early breast cancer screening. However, the event held on October 15 was criticized for having an inappropriate format and execution in light of the campaign's purpose, and we take this matter very seriously."

W Korea apologized for failing to consider the perspectives of breast cancer patients and their families, adding, "We feel deeply sorry when we think about the discomfort caused to many people who participated with good intentions, empathizing with the campaign's purpose." They also said, "We are reflecting on our shortcomings while considering the feelings of everyone who was hurt by this event."

The event was held at the Four Seasons Hotel in Jongno-gu, Seoul, and was attended by numerous famous celebrities including BTS's V, RM, J-Hope, Big Bang's Taeyang, aespa's Karina, and IVE's Jang Wonyoung. After the event, W Korea posted videos and photos of the scene on Instagram, but received critical responses. In particular, the selection of Jay Park's song "body" ("Body") caused controversy and was criticized for lacking relevance to the breast cancer campaign.

W Korea also faced controversy regarding the amount of donations from the event. According to data submitted by the Ministry of Health and Welfare to Lee Su-jin, a member of the National Assembly's Health and Welfare Committee from the Democratic Party, the cumulative amount donated by W Korea to the Korea Breast Health Foundation from 2007 to November of this year was 315.69 million won. W Korea explained, "The campaign donation amount is calculated by including the amounts directly donated to the foundation by companies participating in the campaign." In other words, the donations from companies that participated through events organized by W Korea were not included in the total.

W Korea claimed, "The cumulative donation amount for this campaign from 2006 to 2024 is not 300 million won but 960 million won, and if the 150 million won to be donated this year is added, the total donation amount over 20 years is 1.1 billion won." They also added, "From 2007 to 2009, about 130 million won was donated to the Seoul branch of the Korea Population, Health and Welfare Association."

This controversy has led to issues regarding the nature of the party held under the name of the breast cancer awareness campaign and the transparency of the donations. W Korea stated, "We will use this opportunity to thoroughly review the entire process of event planning and execution." However, given the already critical public opinion, W Korea's apology and explanation are unlikely to be persuasive.

Celebrities who attended the event appeared to focus more on sharing their glamorous appearances on social media rather than delivering messages related to breast cancer awareness improvement. This led to criticism that the event was far from the intended purpose of the breast cancer awareness campaign.

W Korea deleted all photos and videos related to the event, but these materials are already circulating online. This incident shows that the event was conducted in a way that contradicts the original purpose of the breast cancer awareness campaign. W Korea stated that they will strive to prevent such incidents from recurring in the future.