South Korea’s floriculture industry is reeling after a major terrestrial broadcaster replaced customary fresh flower arrangements with bouquets constructed from LEGO bricks at a high-profile year-end awards show, sparking accusations that the eco-friendly substitution deals a punitive blow to an already embattled sector. The controversy erupted following the 2025 MBC Entertainment Awards on December 29, when beloved television host Yoo Jae Suk accepted his Grand Prize clutching a colorful toy bouquet, marking the first instance a national network bypassed traditional floral tributes in favor of a plastic alternative. This decision has put MBC at odds with industry advocates who warn the move risks permanently undermining public perception and economic stability for thousands of small businesses.
Florists Decry Choice as Detrimental Precedent
In a January 10 condemnation, the Korea Florists Association (KFA) fiercely criticized the broadcaster, arguing that showcasing toy flowers to a massive audience minimizes the value of real flowers, potentially influencing consumer behavior during a crucial period of economic struggle. The KFA emphasized the reliance of more than 20,000 flower shop owners and countless domestic farmers on sustained fresh flower consumption.
The shift comes amid a precipitous decline for Korean floriculture. Data from 2023 shows approximately 7,100 floriculture farms operating nationwide, down from 13,500 in 2001—a nearly 50 percent contraction over two decades.
“The use of toy flower bouquets has inflicted yet another wound on flower farmers and florists who are already suffering due to economic slowdown and reduced consumer spending,” the association stated, underscoring that the action directly contradicts government initiatives aimed at promoting everyday floral culture to revitalize the domestic industry.
Visibility Amplifies Industry Fears
The controversy garners exceptional attention due to the stage where it occurred. MBC is a dominant broadcaster, and its year-end ceremonies are among the nation’s most-watched programs, making the precedent set highly visible. With the country’s most influential TV host, Yoo Jae Suk, among the recipients holding the plastic arrangements, the moment was immediately amplified, causing genuine alarm within the floristry sector over fears other organizations might adopt the non-traditional substitute.
Growers were already struggling with perceptions of flowers as a luxury item, and the industry experienced a 46 percent reduction in the number of growers between 2000 and 2020. The KFA fears that prestigious endorsements of non-perishable alternatives could significantly accelerate its decline.
Sustainability Debate Proves Complex
MBC’s rationale appears to be rooted in environmental concerns, promoting the LEGO bouquets as waste-free and infinitely reusable compared to cut flowers that quickly wilt and are discarded. However, environmental experts note that the sustainability argument is not straightforward.
While LEGO produces some botanical elements, including flowers, from bio-polyethylene derived from sugarcane, critics point out that even plant-based plastics are not fully biodegradable and contribute to the accumulation of microplastics. Moreover, the very durability that makes the toy bouquets appealing—their nearly 1,500-year estimated lifespan—means they perpetuate plastic waste.
Conversely, fresh flowers are inherently biodegradable, support agricultural ecosystems, and their cultivation aids in carbon capture. The domestic production championed by the florists association also helps buttress local economies and rural food security, aligning with broader national sustainability objectives.
Weighing Economic Impact Against Innovation
The decision has thrust South Korean policymakers into a difficult position, as the government actively seeks to support the domestic flower sector through initiatives promoting floral consumption and tourism. These efforts are currently undermined by imports, which account for roughly 30 percent of the Korean flower market.
Public and internal industry discussions highlight potential compromises, suggesting organizers could utilize locally sourced, seasonal cut flowers integrated with robust composting and recycling programs. Another widely suggested solution involves awarding potted plants, which recipients can cultivate and enjoy indefinitely, merging the sentiment of tradition with prolonged sustainability benefits.
The debut of the plastic bouquet remains a potent symbol of modernization colliding with economic reality, compelling institutions to balance perceived innovation and environmental consciousness against the unintended, yet significant, ripple effects upon national cultural traditions and the livelihoods of those who sustain them. The KFA continues to urge broadcasters and event organizers to consider the broader economic implications before abandoning traditional floral displays, advocating for solutions that support both sustainability and the struggling domestic flower industry.