Major South Korean broadcaster MBC ignited a fierce backlash from the nation’s floriculture industry after presenting entertainment awards winners, including influential comedian Yoo Jae Suk, with colorful LEGO brick bouquets instead of traditional fresh flowers at the celebrated 2025 MBC Entertainment Awards on December 29. The move, intended as an eco-conscious gesture, was swiftly condemned by the Korea Florists Association, which claims the high-profile substitution delivers a significant economic blow and risks devaluing authentic floral products within an already contracting market.
Florists Cry Foul Over Toy Flower Substitution
The controversy centers on the perception that replacing genuine bouquets with durable toy alternatives subtly suggests that fresh flowers are wasteful or inefficient. In a firm statement released on January 10, the Korea Florists Association argued that such visible choices by a major terrestrial network influence public opinion at a crucial time for local growers and retailers.
Data highlights the severity of the industry’s decline. South Korea saw its number of floriculture farms plummet from 13,500 in 2001 to approximately 7,100 by 2023—a near 50% reduction. The association stressed that over 20,000 small flower shop owners and countless farmers rely on consistent fresh flower consumption for their livelihoods.
“The introduction of toy flower bouquets has opened yet another wound for florists and farmers already struggling with the economic slowdown and decreased consumer spending,” the organization stated, noting that the incident undermines ongoing government campaigns aimed at encouraging everyday floral purchases and supporting rural economies.
Precedent Set by Prominent Broadcast
The visibility of the MBC awards, which are among the most-watched annual television events, compounds the industry’s concern. Yoo Jae Suk, South Korea’s most recognized television host, accepting his record-breaking 21st Grand Prize clutching the plastic bouquet amplified the symbolic shift. This marks the first instance of a major Korean broadcaster abandoning real flowers entirely for toy substitutes at a high-profile ceremony—a precedent that the florists fear will be adopted by other media organizations.
The timing is particularly damaging given the sector’s recent hardships. Economic pressures and demographic shifts, including a 46% reduction in the number of active growers between 2000 and 2020, have made it difficult for the industry to overcome the perception that flowers are a non-essential luxury rather than an integral part of daily life.
The Sustainability Debate: Plastic Versus Petals
MBC reportedly chose the LEGO bouquets based on environmental merits, emphasizing their indefinite reuse potential and lack of post-event waste. However, floriculture advocates argue that the sustainability profile is far more complicated. While LEGO utilizes bio-polyethylene, partially derived from sugarcane, for some of its botanical elements, these plant-based plastics are not biodegradable and ultimately contribute to persistent microplastic pollution due to their estimated 1,500-year lifespan.
Conversely, fresh flowers, especially those grown locally, provide tangible environmental benefits. They are fully biodegradable, cultivate agricultural ecosystems, sequester carbon dioxide, and boost local food security—goals aligned with broader national sustainability efforts.
Conflicting Values and Future Implications
The dispute places South Korean policymakers in a difficult position, as the government is actively promoting the cultivation and consumption of domestic flowers through initiatives like the “Flower Road.” These efforts seek to counteract growing consumer preference for cheaper, longer-lasting imports from nations like the Netherlands and Colombia.
The Korea Florists Association has urgently called on broadcasters and event organizers to reconsider such product decisions, highlighting the profound ripple effects across agricultural supply chains. Industry observers suggest compromises, such as utilizing seasonal, locally grown arrangements paired with robust composting programs, or presenting winners with potted plants that offer longer-lasting life and can be taken home.
Ultimately, the unexpected awards show prop has sparked a national debate over conflicting values: promoting perceived innovation and individual sustainability against the collective economic health and cultural traditions sustained by a vulnerable domestic industry. The fallout underscores how easily influential cultural moments can unintentionally erode government policy efforts and affect the livelihoods of thousands of small producers.