South Korea’s floriculture sector is reeling following a high-profile decision by the Munhwa Broadcasting Corporation (MBC) to replace traditional fresh flowers with bouquets made of LEGO bricks at its annual Entertainment Awards on December 29, 2023. The move, intended by MBC as an environmentally conscious gesture, has ignited a fierce backlash from the Korea Florists Association (KFA), which argues the symbolic shift deals a crippling blow to an industry already facing steep declines and reduced consumer spending.
Popular television host Yoo Jae Suk received his record 21st Grand Prize clutching the colorful plastic bouquet, lending immense visibility to the new practice. This decision marks the first time a major Korean broadcaster has substituted real flowers for toy alternatives at a flagship awards ceremony, setting a precedent that flower growers and shop owners fear will be widely adopted.
Industry Decline Threatens Livelihoods
The KFA quickly condemned the choice, issuing a statement on January 10 asserting that the promotion of non-perishable toy flowers risks trivializing the value of live arrangements. This is especially concerning given the continuous contraction of the domestic flower market.
Statistics compiled by the KFA paint a dire picture: the number of floriculture farms operating in South Korea dropped by nearly 50%, from 13,500 in 2001 to approximately 7,100 in 2023. This contraction directly impacts the over 20,000 small flower shop owners and countless farmers dependent on fresh flower sales for survival.
“The use of toy flower bouquets has inflicted yet another wound on flower farmers and florists who are already suffering,” the association stated, noting that the decision directly undermines government initiatives designed to actively promote everyday floral culture and support the sector.
Sustainability Debate Complicates Matter
MBC likely viewed the reusable LEGO bouquets as a sustainable alternative, eliminating the waste associated with wilting arrangements. However, industry critics suggest the matter of sustainability is more complex.
While some LEGO botanical elements utilize bio-polyethylene derived from sugarcane, critics point out that these materials remain non-biodegradable plastics. Furthermore, the estimated 1,500-year lifespan of a LEGO brick contributes significantly to plastic accumulation, challenging the eco-friendly label.
Conversely, fresh flowers offer genuine environmental advantages. They are fully biodegradable, support agricultural ecosystems, and facilitate carbon capture. Domestic flower production also aligns with South Korean government efforts to strengthen local economies and food security.
Policy Efforts Undermined
The prominence of the MBC awards complicates the issue for policymakers. The government has prioritized the “Flower Road” initiative to boost tourism and support the domestic industry, which currently faces intense competition from imports.
The industry worries that influential cultural moments, like the widely watched MBC awards, fundamentally undermine these government-backed efforts by signaling that flowers are dispensable. The controversy creates an awkward position for officials aiming to cultivate a resilient domestic flower market while simultaneously promoting broader corporate environmental responsibility.
Seeking a Resolution
Public opinion remains divided, with some social media users defending the LEGO bouquets as clever keepsakes, while others express concern over the economic ripple effects. The KFA has formally called upon major broadcasters and event organizers to reconsider such decisions, emphasizing the supply chain dependence on high-profile events.
Industry observers suggest potential compromises focused on genuine sustainability, such as mandating the use of locally grown, seasonal flowers combined with robust post-event composting programs. Others propose that potted plants could offer a lasting, living alternative to cut flowers, aligning permanence with agricultural support.
Ultimately, the substitution of plastic toys for traditional blossoms at a major cultural event highlights the tension between innovation and tradition, shining a critical light on the unintended economic consequences that arise when creative choices impact a vulnerable South Korean industry.