South Korea’s floriculture sector has sharply criticized a major broadcaster following the presentation of an unconventional awards bouquet, substituting traditional fresh flowers with a plastic alternative. During the highly publicized 2025 MBC Entertainment Awards on December 29, prominent comedian Yoo Jae Suk and other recipients received colorful bouquets constructed entirely from LEGO bricks, a move intended by the Munhwa Broadcasting Corporation (MBC) as an eco-friendly statement. However, the decision has ignited an unexpected conflict, with the country’s struggling flower industry accusing the network of damaging public perception and undermining vital economic support.
Florists Denounce Switch to Toy Alternatives
The Korea Florists Association wasted no time in condemning the unprecedented shift. In a statement issued on January 10, the organization argued that replacing natural arrangements with toy flowers risks portraying real blooms as wasteful or disposable during a critical period for cultivation and retail businesses. This symbolic action, amplified by the visibility of one of the nation’s three main terrestrial broadcasters and its most influential television host, sets a dangerous precedent, according to industry leaders.
The timing compounds existing difficulties for floriculture businesses. South Korea’s farming sector is contracting significantly; data from 2023 shows approximately 7,100 floriculture farms operating, a nearly 50 percent decrease from 13,500 established farms two decades ago. The Association emphasized that over 20,000 small flower shop proprietors, alongside countless farmers, rely on consistent consumer spending for their livelihoods.
“The introduction of toy flower bouquets has inflicted yet another injury on florists and growers who are grappling with economic slowdowns and reduced spending,” the association stated, underscoring that the government actively promotes increasing everyday floral purchases to support the sector’s development.
Sustainability Paradox and Economic Realities
MBC reportedly adopted the plastic arrangements to champion environmental awareness, citing the reusable nature of LEGO and the elimination of waste associated with wilting fresh flowers. However, the environmental merits of this choice are contentious. While the LEGO Group utilizes bio-polyethylene, derived from Brazilian sugarcane, for its botanical elements, critics note that these plant-based plastics are not biodegradable and contribute to the global proliferation of microplastics. Given that plastic bricks have an estimated lifespan of 1,500 years, the durability that makes them appealing also contributes to long-term accumulation.
In contrast, fresh flowers inherently offer genuine environmental benefits: they are fully biodegradable, support local ecosystems, and their cultivation aids in carbon dioxide capture. Domestic production also strengthens rural economies and community resilience, aligning with broader governmental sustainability objectives.
Industry Fears Negative Precedent
The controversy places significant stress on an industry already battling shifts in consumer culture, where flowers are often viewed as a luxury expenditure rather than an essential, everyday purchase. The move by the influential broadcaster marks the first instance of a major Korean awards show fully committing to toy alternatives, a precedent that the floriculture sector fears other major corporations and organizations will replicate, further suppressing demand for natural products.
This development also complicates efforts by South Korean policymakers, who have been actively promoting initiatives like the “Flower Road” program to boost domestic flower consumption and rural employment. These initiatives have been designed to stabilize local markets against increasing imports, which currently account for about 30 percent of the nation’s flower consumption.
The Korea Florists Association has urged broadcasters and event organizers to immediately reconsider decisions that might inadvertently harm the domestic supply chain. Stakeholders suggest alternative compromises, such as utilizing locally sourced, seasonal plants with robust composting programs or awarding living potted plants that recipients can maintain long-term.
As the immediate media spectacle of the awards fades, the debate over the LEGO bouquets highlights the tension between surface-level innovation, competing interpretations of sustainability, and the profound economic repercussions that high-profile creative choices can inflict on vulnerable traditional industries. The implications for South Korea’s floriculture future remain uncertain as the industry seeks avenues for greater cultural and financial recognition.