South Korea’s floriculture sector is reeling following a high-profile decision by the Munhwa Broadcasting Corporation (MBC) to replace traditional fresh flower arrangements with bouquets made of LEGO bricks at its 2025 Entertainment Awards on December 29. The move, intended as an eco-conscious gesture, has instead drawn sharp criticism from industry leaders who argue the use of plastic alternatives deals a severe blow to an already fragile domestic market, potentially influencing public perception of fresh flowers as disposable.
Florists Association Condemns Symbolic Replacement
The controversy reached a fever pitch when comedian Yoo Jae Suk, the nation’s most recognizable television host, accepted his record-breaking 21st career Grand Prize clutching the brightly colored brick bouquet, instantly amplifying the moment across one of South Korea’s most-watched annual events.
The Korea Florists Association immediately condemned the choice, stating on January 10 that the decision risks marginalizing real flowers and undermining years of effort to promote everyday floral consumption. For the floriculture industry, which has endured significant decline over the past two decades, MBC’s actions set a worrying precedent.
Industry data paints a grim portrait of contraction: As of 2023, the number of floriculture farms stood at approximately 7,100, marking a nearly 50% drop from the 13,500 farms operating in 2001. The association estimates that over 20,000 small flower shop owners, along with numerous growers, depend critically on consumer habits that include purchasing fresh arrangements for high-visibility events.
“The introduction of toy flower bouquets has inflicted yet another wound on flower farmers and florists who are suffering due to economic slowdown and reduced consumer spending,” an association spokesperson stated, noting the contradiction with government goals that actively promote everyday floral culture.
Real Economic Impacts Versus Perceived Sustainability
MBC reportedly adopted the alternative bouquets in pursuit of environmental responsibility, citing the endless reusability of LEGO bricks and the elimination of fresh flower waste. However, the sustainability of the choice is complex. While LEGO has integrated some materials, such as bio-polyethylene derived from sugarcane, critics point out that these plant-based plastics are not biodegradable and ultimately contribute to the global microplastic crisis. The indefinite lifespan of the bricks, estimated at 1,500 years per piece, also contributes to plastic accumulation.
Conversely, the floriculture industry stresses the genuine environmental benefits of fresh flowers. Locally grown flowers are biodegradable, support agricultural sustainability, help sequester carbon dioxide, and, crucially, bolster rural economies.
This debate arrives during a particularly sensitive period for growers. Between 2000 and 2020, South Korea saw a 46% reduction in growers as younger generations forgo farming. The industry grapples with the public perception of flowers as a luxury expense, a situation exacerbated by a recent reduction in consumer spending. Furthermore, increased competition from flower imports, which now account for about 30% of the market, squeezes domestic producers who struggle against imported flowers that often exhibit a longer vase life.
Navigating the Way Forward
The controversy highlights the difficult position of South Korean policymakers, who have invested in initiatives like the “Flower Road” to boost tourism and support the domestic flower sector. Industry stakeholders fear that influential cultural moments, such as major television awards, instantly undercut these careful policy efforts.
Public opinion remains divided, with some social media users praising the LEGO bouquets as clever, long-lasting collectibles, while others recognize the devastating potential impact on workers’ livelihoods.
The Korea Florists Association has urged broadcasters and major event organizers to reconsider policies that substitute real flowers with alternatives, emphasizing the broad supply chain ripple effects. Industry observers suggest potential compromises focused on genuine sustainability:
- Prioritize Local and Seasonal Flowers: Using flowers grown strictly within South Korea and ensuring post-event arrangements are fully composted.
- Alternative Live Plants: Utilizing potted plants that recipients can maintain and care for, offering a more enduring and truly sustainable option.
As the debate continues, the LEGO bouquet remains a symbol of conflicting values—creative innovation versus traditional support, and the economic toll exacted when high-profile decisions clash with struggling domestic industries. The long-term implications for how South Korea values its floral culture and the people who work to sustain it are likely to persist far beyond the awards season.