When South Korea’s most popular television host, Yoo Jae Suk, accepted the Grand Prize at the 2025 MBC Entertainment Awards on December 29, the symbolic gesture intended to celebrate his achievement ignited an unexpected controversy. Instead of the traditional fresh blooms typically accompanying awards, the comedian was handed a colorful bouquet constructed entirely from LEGO bricks. This creative choice by the major broadcaster, MBC, intended perhaps as an eco-conscious statement, has prompted immediate and fierce condemnation from the nation’s floriculture industry, which argues the high-profile substitution constitutes a substantial economic threat to an already vulnerable sector.
Industry Leaders Condemn Symbolic Dismissal of Fresh Flowers
The Korea Florists Association swiftly responded to the incident, issuing a statement on January 10 that lambasted MBC’s decision. The organization fears that replacing natural arrangements with toy counterparts risks framing real flowers as inefficient or disposable luxuries, potentially accelerating a decline in public consumption at a critical juncture for flower growers and retailers.
Data highlights the severe challenges facing the industry. South Korea saw its floriculture farm count nearly halved over two decades, dropping from 13,500 operations in 2001 to approximately 7,100 by 2023. The association stressed that over 20,000 small flower shop owners, in addition to countless farmers, rely on fresh flower purchases for their survival.
“The introduction of toy flower bouquets has deepened the financial pain for florists and farmers already navigating reduced consumer spending and economic stagnation,” the association stated, underscoring that the move directly undercuts government efforts aimed at integrating everyday floral culture into society to support domestic agriculture.
High-Profile Awards Set Troubling Precedent
The controversy gained gravity because of the widespread visibility of the event. MBC is one of the nation’s dominant broadcasters, and the year-end awards draw massive viewership. The decision to eliminate genuine flowers in favor of toy substitutes marks an unprecedented shift for a major Korean awards show—a development the floristry sector fears could be widely replicated by other organizations and television networks.
This timing poses significant difficulties for growers who have long struggled with the public perception of flowers as disposable, luxury items rather than everyday necessities. Exacerbating the situation, the number of flower growers decreased by 46 percent between 2000 and 2020, as younger generations increasingly opted out of rural flower farming.
The Nuance of Sustainability
MBC’s motivation appeared to center on environmental responsibility, as LEGO bouquets are durable, reusable, and eliminate the organic waste associated with cut flowers. However, industry critics and environmentalists argue the supposed sustainability benefits are complex.
While some LEGO components, particularly botanical elements, are now crafted from bio-polyethylene derived from Brazilian sugarcane, critics point out that even these plant-based plastics are not fully biodegradable. They ultimately contribute to the accumulation of plastic waste, with each LEGO brick possessing an estimated lifespan of 1,500 years.
In contrast, fresh flowers offer undisputed environmental advantages: they are completely biodegradable, contribute to carbon dioxide capture during cultivation, reinforce local food security, and bolster rural economies—benefits that align closely with broader governmental sustainability goals.
Policy Efforts Undermined by Culture
The debate places South Korean policymakers in an awkward position. The government has actively promoted initiatives, such as the “Flower Road,” designed to encourage the creation of public flower gardens to boost tourism and support the domestic market. These efforts are intended to counteract rising consumer preference for cheaper, imported flowers, which now account for roughly 30 percent of total market consumption, particularly from countries like the Netherlands and Colombia.
Now, florists fear that high-profile cultural moments, like the MBC awards, could inadvertently sabotage these governmental support programs.
The Korea Florists Association has urged event organizers and broadcasters to reconsider the use of non-floral arrangements, emphasizing the detrimental ripple effects across the entire supply chain. As the awards season continues, the challenge remains for the industry to find a path forward that balances modern trends with the vital economic needs of its thousands of dedicated workers. Some observers suggest utilizing locally sourced, seasonal flowers in conjunction with robust composting programs or using live, potted plants as potentially sustainable and economically supportive alternatives.