When veteran comedian Yoo Jae Suk accepted his 21st Grand Prize at the 2025 MBC Entertainment Awards on December 29, the unusual choice of a LEGO brick bouquet in his hands sparked an unexpected national controversy. While the major terrestrial broadcaster, MBC, likely intended the reusable, toy-based arrangement as an eco-conscious gesture, the move has ignited fierce condemnation from the South Korean floriculture sector, which argues the symbolic shift threatens an already economically strained industry.
Industry Under Siege After Broadcast Decision
The Korea Florists Association swiftly issued a statement on January 10, criticizing the broadcaster for replacing traditional fresh flower arrangements with non-perishable alternatives. The organization suggested that promoting artificial bouquets during a prominent, high-visibility event risks positioning real flowers as inefficient or disposable in the public eye, potentially damaging consumer perception during a time of increased fragility for local growers and retailers.
The backlash comes against a backdrop of severe decline within domestic floriculture. Data from 2023 indicates that active floriculture farms in South Korea have decreased by nearly 50% over two decades, falling from 13,500 in 2001 to approximately 7,100. The association underscored that more than 20,000 small flower shop owners, along with numerous farmers, rely on steady fresh flower consumption for their financial stability.
“The introduction of toy flower bouquets has inflicted yet another wound on flower farmers and florists already suffering from economic slowdown and reduced consumer spending,” the association stated, noting the contradiction with government efforts that actively encourage everyday floral culture to revitalize the sector.
Amplified Visibility and Precedent Setting
The controversy gained momentum due to the prestige of the event and the figures involved. As one of the nation’s most-watched television broadcasts, the year-end awards ceremony provided an unprecedented platform for the shift. The fact that Yoo Jae Suk, South Korea’s most influential TV host, was among the winners holding the non-traditional bouquet amplified the visual messaging dramatically.
This incident marks the first instance a major South Korean broadcaster eliminated fresh flowers entirely from a major awards ceremony in favor of toy substitutes—a potentially damaging precedent the floristry industry fears could be adopted by other networks and organizations.
The timing is particularly challenging for growers, who already face a perception that flowers are a luxury rather than an essential everyday purchase. Between 2000 and 2020, the number of flower growers decreased by 46%, partly due to difficulty attracting younger generations, a trend that is exacerbated by recent economic pressures.
The Complexities of Sustainability
MBC’s rationale for the change appeared rooted in sustainability, favoring LEGO bouquets that eliminate wilting and waste. However, critics quickly pointed out the nuanced environmental trade-offs. While LEGO uses plant-based bioplastics derived from sugarcane for its botanical elements, these materials are not biodegradable and persist in the environment, contributing to plastic accumulation. Given that a single LEGO brick is estimated to have a lifespan of 1,500 years, the durability that makes them reusable also contributes to long-term waste challenges.
Conversely, domestic fresh flower production offers genuine environmental and economic benefits. Flowers are completely biodegradable, support local agricultural ecosystems, and their cultivation captures carbon dioxide. Local production also strengthens rural economies and aligns with governmental goals to enhance domestic food security.
Navigating Policy and Public Opinion
The controversy has divided public opinion on social media, with some users applauding the creative, collectible nature of the LEGO arrangements, while florists and farmers highlighted the potential economic harm.
The event places South Korean policymakers in a difficult position. The government has heavily invested in initiatives like the “Flower Road,” designed to use flowers to boost tourism and support domestic growers. These revitalization efforts directly clash with the high-profile cultural messaging delivered by the MBC awards, especially as domestic growers struggle with consumer dissatisfaction over high prices and shorter vase life compared to imported products, which now account for approximately 30% of the market.
The Korea Florists Association has urged broadcasters and event organizers to reconsider policies that undermine the entire agricultural supply chain. Alternatives suggested by industry analysts include utilizing locally grown, seasonal flowers combined with robust, post-event composting programs, or substituting cut flowers with potted plants that recipients can take home and maintain, thus fulfilling both aesthetic and sustainability goals without sacrificing support for vital local economies.