When beloved comedian Yoo Jae Suk accepted his record-breaking Grand Prize at the 2025 MBC Entertainment Awards on December 29, the network’s innovative choice of a LEGO brick bouquet over traditional fresh florals sparked an intense backlash from South Korea’s beleaguered flower industry. The symbolic shift, intended by the major terrestrial broadcaster as an eco-conscious gesture, has drawn accusations from industry groups that the decision delivers a devastating blow to florists and farmers struggling against years of decline.
The controversy centers on the impact of highly visible cultural moments, such as the year-end awards show, on public perception and consumer behavior concerning fresh flowers.
Domestic Flower Industry Condemns Network Decision
In a strongly worded January 10 statement, the Korea Florists Association condemned the use of the toy alternative, arguing that replacing living blooms with plastic imitations risks portraying fresh flowers as disposable or inefficient. The organization warned that this influential precedent, set by one of the nation’s largest broadcasters, could further erode consumer demand at a critical economic juncture.
South Korea’s floriculture sector has already been shrinking dramatically. Statistics from 2023 reveal that the number of operating floriculture farms fell to approximately 7,100, marking nearly a 50 percent decline from the 13,500 farms reported in 2001. The association stressed that over 20,000 small flower shop owners, along with countless growers, rely on fresh flower purchases for their livelihoods.
“The introduction of toy flower bouquets has deepened the financial suffering of flower farmers and florists, who are already grappling with reduced consumer spending amid the economic slowdown,” the association stated, noting the irony that the government is actively promoting everyday floral culture to support the industry.
Precedent Set on a National Stage
The controversy gained national traction due to the high visibility of the event. The MBC awards are among the year’s most-watched television broadcasts, and the sight of national icon Yoo Jae Suk holding the non-traditional prize amplified the moment’s significance. This awards season marked the first time a major Korean broadcaster replaced all fresh bouquets with toy alternatives—a precedent the floristry industry fears will be adopted by other organizations and television networks.
The timing compounds the industry’s crisis. Between 2000 and 2020, the number of flower growers decreased by 46 percent, exacerbated by younger generations opting against agricultural careers. The sector has struggled to overcome the perception of flowers as purely a luxury item rather than a supported agricultural product, a view that economic downturns have only solidified.
The Complexities of ‘Sustainable’ Alternatives
MBC likely championed the shift based on perceived environmental consciousness. LEGO bouquets do not wilt, eliminate floral waste, and can theoretically be reused indefinitely. However, the true sustainability of the plastic alternative is contested.
While LEGO parts, including botanical elements, are increasingly made from bio-polyethylene derived from plant sources like Brazilian sugarcane, critics point out that these materials are not biodegradable. Their long-term durability—with some estimates suggesting a 1,500-year lifespan per brick—contributes to plastic accumulation and microplastic concerns if they enter the natural environment.
Conversely, domestic fresh flower production offers considerable environmental and economic benefits. Flowers are biodegradable, their cultivation supports agricultural biodiversity, and they contribute to carbon capture. Furthermore, supporting local growers aligns with government initiatives focused on strengthening rural economies and ensuring local food security.
Path Forward for Events and Floriculture
The growing debate has put South Korean policymakers, already promoting initiatives to boost the domestic floriculture sector against rising import competition, in a difficult position. The industry is urgently calling on broadcasters to reconsider symbolic decisions that undermine years of effort to encourage floral consumption.
Industry observers suggest several compromises for event organizers prioritizing sustainability:
- Utilize seasonally available, locally sourced flowers and implement comprehensive post-event composting programs.
- Substitute cut flowers with potted plants, allowing recipients to take home living, reusable greenery.
- Clearly articulate any eco-friendly rationale, ensuring it accounts for the economic sustainability of local growers.
The MBC awards have crystallized a core societal tension: balancing creative innovation, individual corporate sustainability goals, and the obligation to support traditional local industries. As a solution remains elusive, the spotlight on the floriculture industry’s economic fragility will likely persist, forcing a broader conversation about valuing South Korea’s agricultural heritage.