The South Korean floriculture sector is reeling following a high-profile decision by a major broadcaster to replace traditional winners’ bouquets with versions made entirely of plastic building bricks, sparking controversy over environmental messaging and economic viability. When beloved television host Yoo Jae Suk accepted his record 21st career Grand Prize at the 2025 MBC Entertainment Awards on December 29, he held a colorful arrangement constructed from LEGO instead of the customary fresh flowers, prompting immediate backlash from an industry already struggling with decades of decline. The move, intended by the Munhwa Broadcasting Corporation (MBC) as a modern and sustainable alternative, has been widely condemned by industry groups who argue it undermines efforts to promote domestic floral consumption.
Florists Condemn Symbolic Shift at Year-End Gala
The Korea Florists Association swiftly issued a sharp rebuke on January 10, asserting that the broadcaster’s choice risks positioning real flowers as inherently wasteful or obsolete. For an industry that has seen its farm count nearly halve—from 13,500 operations in 2001 to approximately 7,100 in 2023—this public perception is viewed as an existential threat.
The industry’s concerns are amplified by the massive visibility afforded by the MBC awards, one of the nation’s most-watched television events. As the first major Korean broadcaster to substitute real flowers with a toy alternative, the precedent set is feared across the sector. Thousands of small flower shop owners and growers depend on fresh floral purchases, and the Association stressed that the continued economic slowdown and reduced consumer spending have made high-profile endorsements crucial.
Sustainability Claims Under Scrutiny
MBC likely promoted the LEGO bouquets on the grounds of environmental consciousness, citing their reusability and lack of spoilage compared to fresh blooms. However, industry experts and environmental observers suggest the matter is far from straightforward.
While the LEGO Group has incorporated some plant-based plastics derived from sustainably sourced sugarcane—used for elements like leaves and stems since 2018—the finished bricks are not biodegradable. Critics point out that these plastic elements, which can last for centuries, contribute significantly to microplastic accumulation, challenging the core sustainability premise. The sheer durability of plastic bouquets adds to the earth’s existing stockpile, estimated to already contain over 400 billion LEGO pieces.
Conversely, the floriculture industry highlights the genuine eco-benefits of fresh flowers: they are fully biodegradable, support local rural economies, and contribute to carbon sequestration through cultivation.
Key Facts on the Floriculture Decline:
- Farms Lost: Nearly 50% decrease in floriculture farms since 2001.
- Visibility: The awards ceremony is highly viewed, magnifying the impact of the symbolic shift.
- Economic Impact: Over 20,000 small flower businesses depend on fresh flower consumption.
Government Policy Undermined
The controversy places South Korean policymakers and the government’s floral promotion efforts in an awkward position. The government has actively championed initiatives like the “Flower Road” program to encourage everyday floral culture and boost the domestic sector, which struggles against increasing—and often cheaper—imports.
Local growers already face tough competition from foreign markets, with roughly 30 percent of consumed flowers imported. Industry leaders worry that a powerful cultural moment casting real flowers as disposable directly undermines government campaigns designed to instill consumer confidence and support local agriculture.
The Korea Florists Association has urged other networks and event organizers to consider the wide-ranging economic consequences of such choices. Moving forward, some industry observers suggest incorporating more genuinely sustainable practices, such as exclusively using locally grown, seasonal flowers or opting for potted plants that recipients can maintain indefinitely, offering a true blend of enduring symbolism and environmental responsibility without sacrificing the livelihoods of South Korea’s aging flower farmers.