Another Korean Breast Cancer Awareness Campaign Goes Viral Amid W Korea Fiasco
W Korea screwed up big time with their “Love Your W” campaign, but Estée Lauder? Not them, no.
W Korea’s Star-Studded Charity Event Seemingly Mocks Cancer Patients— Triggers Backlash
Estée Lauder Companies Korea’s (ELCA Korea) 2025 pink ribbon campaign was “done right,” and netizens couldn’t help but compare the two events meant to raise awareness about breast cancer.
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In collaboration with the Korean Cancer Association, Estée Lauder Companies Korea (ELCA Korea) launched its four-day 2025 Breast Cancer Campaign, “Pink Ribbon Pop-Up Seongsu,” on October 16, 2025 (KST), at a venue decorated with pink ribbons and hues. There, guests had access to interactive educational zones promoting breast cancer prevention and early detection.
The pop-up also offered hands-on programs where guests could learn and practice self-examination methods, participate in quizzes and games, and gain a deeper understanding of the importance of maintaining healthy habits.
As photos from the pop-up made rounds online, ELCA Korea received a tremendous amount of support. Some netizens, who have attended the 2025 pop-up or previous ones, made sure to point out that this wasn’t a one-off coincidence either—ELCA Korea has hosted a breast cancer awareness campaign every year for the past 24 years to promote women’s health.
- “Honestly, this is something Estée Lauder has always done anyway LOL. Since things turned out this way, I hope it gets even more attention for the good it’s doing.”
- “Estée Lauder’s consistent. Even their product packaging changes during this period every year.”
- “So there are actually proper brands out there.”
- “Take notes… Estée Lauder has always done a lot of women-focused campaigns.”
- “The Estée Lauder Pink Ribbon campaign has a real legacy, yep.”
- “Now this is how it should be done.”
- “Not sure if they still do it, but back in the day they used to give out Pink Ribbon pins as gifts during the campaign season. I still have one at home LOL.”
- “This is what ‘normal’ looks like.”
- “Exactly! This is the kind of thing they should be doing.”
- “Estée Lauder’s always been consistent with this stuff.”
- “The original Pink Ribbon campaign is on a whole different level.”
- “W Korea, how about you say something now? LOL.”
Amid the praise for ELCA Korea, W Korea—and even the celebrities who attended the magazine’s event—continues to face intense backlash for being “absolutely useless.”
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