SEOUL, South Korea — A decision by the Munhwa Broadcasting Corporation (MBC) to replace traditional fresh flower arrangements with bouquets made of LEGO bricks at its widely watched 2025 Entertainment Awards has stirred fierce condemnation from South Korea’s floriculture industry. The high-profile display, notably clutched by top comedian and recipient Yoo Jae Suk, intended by the network as a creative and eco-conscious gesture, has instead drawn accusations of inflicting significant damage on an already beleaguered sector.
Florists Condemn Move Undermining Domestic Industry
Following the December 29 ceremony, the Korea Florists Association (KFA) issued a swift and potent condemnation, arguing on January 10 that the prominent substitution risks portraying natural flowers as cumbersome, disposable, or outdated. This symbolic shift, occurring on one of the nation’s most visible media platforms and amplified by the country’s most influential TV host, sets a concerning precedent that the KFA fears could be adopted by other organizations.
Floriculture stakeholders contend the timing is particularly detrimental. Industry statistics reflect a decades-long struggle for survival: the number of floriculture farms nationwide plummeted from 13,500 in 2001 to approximately 7,100 by 2023. The KFA pointed out that more than 20,000 small flower shop owners, along with countless growers, rely heavily on fresh flower consumption for their livelihoods, which are already strained by economic headwinds and decreased discretionary spending.
“The use of toy flower bouquets has inflicted yet another wound on flower farmers and florists who are already suffering,” stated the association, noting the irony that this move undercuts active government efforts promoting everyday floral consumption to bolster the domestic market.
Sustainability Claims Under Scrutiny
MBC reportedly championed the LEGO bouquets based on perceived environmental benefits—the bricks are reusable indefinitely and eliminate wilting waste. However, the complex nature of the materials introduces complications to the sustainability argument.
While LEGO does incorporate some bio-polyethylene derived from sustainably sourced Brazilian sugarcane for botanical elements, critics emphasize that even plant-based plastics are not biodegradable. Experts warn that the material, with an estimated lifespan of 1,500 years per piece, ultimately contributes to the global plastic waste crisis and potential microplastic pollution.
In contrast, flower proponents highlight the genuine ecological advantages of domestic fresh flowers. They are entirely biodegradable, their cultivation supports agricultural biodiversity, and they sequester carbon dioxide while bolstering rural economies. The industry stresses these benefits align more closely with national sustainability and local production initiatives than imported, non-degradable replicas.
Policy Implications and Market Challenges
The controversy places South Korean policymakers—who have been actively championing the “Flower Road” initiative to revitalize the local flower sector—in an awkward position. The industry faces persistent challenges, including competition from imports, which account for roughly 30 percent of the market, and consumer perceptions that prioritize cut flowers as luxury items rather than routine purchases.
The decision by MBC carries unusual weight because it directly conflicts with years of effort intended to reverse declines in flower consumption and farming as younger generations seek alternative careers.
The visibility of the prestigious awards ceremony inadvertently deepened the public debate, with reactions on social media split between those who view the LEGO arrangement as a clever, permanent keepsake and those who expressed dismay after realizing the economic repercussions for small business owners.
Seeking a Path Forward
The Korea Florists Association has urged event organizers and broadcasters to immediately reconsider the policy, emphasizing the far-reaching ripple effects throughout the agricultural supply chain.
Industry observers suggest several potential compromises that could honor both environmental concerns and economic stability. These include:
- Prioritizing locally grown, seasonal flowers instead of high-import varieties, coupled with industrial composting programs for post-event arrangements.
- Utilizing potted plants as awards, offering recipients live, reusable, and enduring greenery that supports domestic nurseries.
As the noise surrounding the award ceremony subsides, the debate over the LEGO bouquets endures as a potent symbol of modern South Korea’s struggle to balance rapidly evolving cultural preferences, environmental values, and the need to sustain traditional domestic industries. The long-term impact on consumer behavior—and whether other networks follow suit—will be closely watched by the thousands whose livelihoods depend on the vibrancy of the nation’s blooming businesses.