South Korea’s commercial floriculture sector is demanding accountability from a major television broadcaster after receiving a dramatic blow during a high-profile awards ceremony. On Dec. 29, 2025, at the MBC Entertainment Awards, comedian Yoo Jae Suk accepted his record 21st Grand Prize clutching a colorful bouquet constructed entirely of LEGO bricks, replacing the traditional fresh floral arrangement. This eco-conscious, yet controversial, move by the Munhwa Broadcasting Corporation (MBC) has ignited a significant backlash from flower growers, who argue the shift threatens the viability of their already declining industry.
The Korea Florists Association immediately condemned the choice, stating on Jan. 10 that using artificial flowers at such a visible event risks devaluing authentic botanicals in the public eye, potentially impacting consumer preferences. The association represents an industry facing severe contraction; the number of floriculture farms in South Korea plummeted nearly 50% between 2001 and 2023, decreasing from 13,500 to approximately 7,100 producers.
“The use of toy flower bouquets has inflicted yet another wound on flower farmers and florists,” the association argued, pointing out that tens of thousands of livelihoods rely on sustained consumer demand for fresh flowers, particularly since government initiatives actively promote floral consumption.
High-Profile Symbolism Undermines Growers
The controversy’s weight derives from the magnitude of the platform. MBC is one of the nation’s premier broadcasters, and the year-end awards are among the most-watched programs, granting the LEGO bouquet unprecedented visibility. As the nation’s most influential television host, Yoo Jae Suk’s acceptance alongside the novelty item amplified the concern that other networks and organizations might adopt similar practices—a precedent the floristry industry deeply fears.
This symbolic shift arrives at a critical juncture for domestic growers. The industry has struggled with economic downturns and the perception of flowers as a luxury item. Compounding the challenge, the number of flower growers shrank by 46% between 2000 and 2020 as younger generations opted out of the agricultural sector.
The government is also caught in a difficult position. It has invested in initiatives like the “Flower Road,” which encourages creating public flower gardens to boost tourism and support domestic farmers against rising imports, which now comprise an estimated 30% of the market. Industry representatives worry that MBC’s cultural influence severely undermines these policy efforts.
Sustainability Debate Divides Opinion
MBC’s motivation for using the LEGO alternative was likely rooted in environmental concern, proposing the plastic bouquets are durable, reusable, and eliminate the waste associated with discarded fresh flowers.
However, the sustainability argument is complex. While LEGO utilizes plant-based plastics derived from sugarcane for some botanical elements, critics note that these materials are not biodegradable and contribute to microplastic pollution. Furthermore, the longevity of plastic bricks—estimated with a lifespan of 1,500 years—contributes to plastic accumulation, with estimates suggesting over 400 billion LEGO pieces already exist globally.
Conversely, fresh flowers offer tangible ecological benefits. They are biodegradable, support essential agricultural ecosystems, sequester carbon dioxide during cultivation, and bolster local rural economies—factors that align with broader sustainability and local food security goals.
Public reaction has been notably polarized, with some social media users applauding the LEGO bouquets as a clever, lasting keepsake, while others expressed surprise over the economic implications for the floriculture supply chain.
The Korea Florists Association has urged broadcasters and event organizers to reconsider such decisions, emphasizing the need to support the domestic flower supply chain. As the debate continues, industry observers suggest a middle ground, such as using locally grown, seasonal flowers with robust composting programs, or employing potted plants that recipients can take home alive, offering a compromise between innovation and economic responsibility.