SEOUL, SOUTH KOREA — A seemingly innocuous creative choice at the prestigious 2025 MBC Entertainment Awards has triggered a significant backlash from South Korea’s floriculture sector. When prominent comedian Yoo Jae Suk accepted his career Grand Prize on December 29, the replacement of a traditional fresh floral arrangement with a custom bouquet made entirely of LEGO bricks drew attention, quickly escalating into an economic distress signal for flower growers.
The Korea Florists Association immediately condemned the public broadcaster’s decision, arguing that substituting real flowers with plastic alternatives signals to the public that fresh arrangements are unnecessary or disposable. This symbolic shift, amplified by the visibility of a major network award show and the nation’s most celebrated TV host, strikes a particularly damaging blow to an industry already contending with significant decline and struggling for government protection.
Declining Sector Warns of Further Economic Harm
The floriculture industry highlights alarming statistics showing pronounced reductions in the sector. Data from 2023 indicates approximately 7,100 floriculture farms remain operational in South Korea, a near 50% drop from the 13,500 recorded two decades earlier in 2001. The association stressed that over 20,000 small flower shop owners, alongside countless farmers, rely heavily on domestic consumption, which is undermined by gestures like the MBC bouquet swap.
“The use of toy flower bouquets has inflicted yet another wound on flower farmers and florists,” the organization stated in a January 10 release. They pointed out the irony, as the government has actively promoted policies aimed at fostering daily floral culture as a strategy for developing the domestic industry. For growers already facing reduced consumer spending amid economic slowdowns, the influential precedent set by MBC could threaten their livelihoods.
Sustainability Argument Is Contentious
MBC reportedly adopted the toy bouquets in an effort toward environmental consciousness, favoring the perpetual reusability of plastic bricks over the waste generated by discarded fresh flowers. However, critics argue this purported sustainability is overly simplistic.
While LEGO employs some plant-based plastics derived from sugarcane for its botanical elements, these materials are not biodegradable. Experts caution that these products still contribute to plastic accumulation and can break down into microplastics upon entering the environment. Given the estimated 1,500-year lifespan of a plastic brick, the durability marketed as a benefit simultaneously raises long-term environmental concerns.
Conversely, domestic flower production offers verifiable environmental advantages, including supporting agricultural ecosystems, sequestering carbon dioxide, and strengthening rural economic structures—factors aligned with government sustainability goals.
Call for Policy Alignment and Industry Support
The controversy places South Korean policymakers in a difficult position. The government is championing initiatives, such as the “Flower Road” program, to boost the floriculture sector and domestic consumption. The industry fears that highly visible cultural moments, like the awards ceremony, actively undermine these sustained policy efforts.
The timing is critical, as growers are struggling to compete with imported flowers, which now constitute about 30% of the Korean market. Local consumers often cite shorter vase life and higher prices for domestic blooms compared to cheaper, longer-lasting imports.
The Korea Florists Association urgently calls on broadcasters and major event organizers to reconsider the implications of using non-floral alternatives, emphasizing the widespread ripple effects throughout the supply chain. Some industry analysts suggest pragmatic compromises, such as mandating locally grown, seasonal flowers for events or utilizing potted plants that recipients can maintain, offering both an artistic and sustainable solution that also supports local businesses.
For now, the LEGO bouquet stands as a contentious symbol of the clash between perceived creative innovation and the profound economic realities facing South Korea’s traditional agricultural sectors. The debate over how a major cultural institution values—or devalues—a struggling domestic industry is expected to persist far beyond the awards season.