A decision by the Munhwa Broadcasting Corporation (MBC) to replace traditional fresh flower arrangements with bouquets constructed entirely of LEGO bricks at its prestigious 2025 Entertainment Awards has ignited a significant controversy, drawing immediate condemnation from South Korea’s floriculture sector. The substitution, intended as a creative and environmentally conscious gesture, has instead been labeled a damaging blow to an already declining industry struggling with reduced consumer spending and dwindling farm numbers.
The shift gained monumental visibility when comedian Yoo Jae Suk accepted his record-breaking 21st career Grand Prize on December 29, holding the colorful, non-traditional arrangement. This unprecedented move by a major terrestrial broadcaster has since been characterized by advocacy groups as undermining the perceived value of real flowers, suggesting they are inefficient or easily disposable.
Florists Condemn Symbolic Shift
The Korea Florists Association swiftly issued a statement on January 10, arguing that the high-profile replacement risked influencing public perception negatively at a crucial time for local growers. They emphasized that more than 20,000 small flower shop owners and countles farmers rely on sustained fresh flower consumption for their livelihoods.
Association representatives stated the use of toy bouquets has “inflicted yet another wound” on a sector already facing sustained economic headwinds. They noted this incident directly contradicts government policies actively promoting everyday floral culture as a strategy for sectoral development.
The economic reality facing Korean floriculture is stark: the number of operating farms plummeted from 13,500 in 2001 to approximately 7,100 by 2023—a near 50% reduction over two decades. The industry has struggled with attracting younger generations and combating the perception that flowers are a luxury rather than an essential household purchase.
Sustainability Paradox Under Scrutiny
MBC reportedly adopted the LEGO bouquets—which do not wilt, can be endlessly reused, and eliminate biological waste—as a progressive, planet-friendly practice. However, critics argue the sustainability merits are complex.
While LEGO does utilize bio-polyethylene, a plant-based plastic derived from sugarcane, for flexible components like flower pieces, this material is not biodegradable. The sheer durability that makes the toy appealing means it contributes to the accumulation of plastic waste; studies estimate LEGO bricks have an operational lifespan of 1,500 years.
Conversely, the industry asserts that fresh flowers offer genuine environmental benefits. They are fully biodegradable, support local agricultural ecosystems, capture carbon dioxide during cultivation, and bolster regional economic resilience—all factors aligned with domestic sustainability goals.
The high-visibility moment, amplified by the nation’s most influential TV host on one of the year’s most-watched broadcasts, set a dangerous precedent, according to the association, which fears smaller organizations and other networks may follow suit.
Policy Efforts Undermined
The controversy has placed South Korean policymakers in a difficult position. The government has invested in initiatives like the “Flower Road,” designed to encourage the creation of public flower displays to boost tourism and support the domestic flower market against increasing import dominance.
Domestically grown flowers currently face rising consumer dissatisfaction over relatively high prices and shorter vase life compared to imports, particularly from established exporters in the Netherlands and Colombia. The industry considers the MBC awards controversy a significant setback, potentially undermining years of policy promotion meant to revive the sector.
The Korea Florists Association has urged event organizers and broadcasters to reconsider replacing genuine flowers, pleading for recognition of the vast economic ripple effects throughout the agricultural supply chain.
As the debate continues across social media, where reactions are polarized between those who view the LEGO novelty as clever and those concerned about industry impact, observers suggest potential compromises. These include utilizing locally grown, seasonal flowers combined with robust composting programs or adopting living potted plants as a sustainable alternative that supports local horticulture without contributing to plastic accumulation.
The symbolic clash between technological innovation and agricultural tradition embodied by the LEGO bouquet exemplifies the unintended consequences when corporate creative decisions intersect with the economic stability of essential domestic industries.