“Love Your W” Party’s Rules For Celebrity Participation Exposed

W Korea has come under further fire for what critics are calling a tone-deaf approach to its Love Your W Party breast cancer campaign.

During the event, staff reportedly encouraged celebrities to clink glasses of champagne, turning the moment into what many described as “a luxury alcohol ad disguised as charity.” The magazine’s social media channels were later flooded with lighthearted interviews and challenges that had nothing to do with breast cancer awareness — with questions like “What are your year-end plans?”, “How often do you look in the mirror?”, and “What do you remember from your twenties?”

One challenge in particular caused a stir. aespa’s Karina was asked to pose to the lyrics of “Sugar on My Tongue,” a song with explicitly sexual undertones, sparking outrage over its inappropriateness for a health-focused campaign. Industry insiders voiced frustration, revealing that many of these activities weren’t pre-approved. Managers were reportedly not allowed inside the venue, leaving artists unguarded as W Korea spontaneously requested interviews and viral challenges.

aespa’s Karina Hit With Criticism For Behavior At Controversial “W Korea” Charity Event

Dispatch later confirmed these claims after reviewing the event’s internal memo, which stated multiple times that staff accompaniment was prohibited during key segments like interviews and challenges. Managers were forced to wait outside for over six hours, unaware of what was happening inside.

W Korea Breast Cancer Awareness Event Official Memo

Location: Four Seasons Hotel Seoul, 3rd Floor Grand Ballroom

Part 1:

5:30 PM – 6:50 PM | 3rd Floor Shooting Zone

• Photo wall and red carpet shooting: (Pose for “W” logo photos after short red carpet walk)
  → Staff not allowed to accompany

• Fashion team & PR team photo shooting (after W logo photo)
  → Staff not allowed to accompany

• After the photo wall: Stars will be moved inside the shooting zone; APR staff and W staff will handle personal care.

7:10 PM – 8:20 PM | 6th Floor Dinner Zone: Entrance and Dinner

• After shooting, move to dinner zone with W staff.
  (Inside the dinner zone, staff entry is prohibited)

• Staff waiting area: Designated waiting space (6th floor) until dinner ends around 8:20 PM.
  Light snacks and beverages will be provided.

• Please have your staff wait in the designated area and minimize movement inside.

Part 2

8:30 PM – 10:00 PM | 3rd Floor W Party Venue

• Party & performances by Baek Jaehyun, Key, and DJ HYO.

• Except for VIP guests, staff and general attendees are not allowed to enter.

• Only one representative (manager or VIP escort) may enter with a valid wristband provided after Part 1.

• Non-VIP guests and staff must remain in the designated waiting area on the 3rd floor until the end.

“Staff accompaniment prohibited” was repeated 4 times throughout the memo, and it was later also stated that only one staff member per artist was allowed inside the party for Part 2. For most artists, they had to take along their hair and makeup staff for touchups rather than their manager, giving way to personal complications as managers could not aid or defend their artists from over-the-top or potentially controversial requests.

What was meant to be a campaign for awareness and compassion has now been slammed as a glamorized spectacle, raising serious questions about W Korea’s handling of its so-called charity event.