Diffusion of non-professional flower growing in Korea still lags behind. The objectives of the study are to establish a theoretical modes to explain the diffusion of social floriculture, to identify some characteristics and problems of growing flower crops to cultivate amenities and emotions, and to suggest remedial measures for fostering it. Theoretical model adopted in this study consists of such variables as education, social movement, policies, diffusion of social flower growing, amenities, and emotional cultivation. For identifying the diffusion characteristics of flower growing, projects implemented by a non-governmental organization, schools, local and central government organizations were analyzed. In order to stimulate the diffusion of social flower growing and to increase its effects, there needs to strengthen education of stakeholders, establishment of partnership among schools, non-governmental and governmental organizations, and institutional supports including manpower and finances. Linking flower growing projects to community festival and tourism development programs can foster institutionalization of community flower growing. Furthermore, the introduction of wild, symbolic and traditional flowers and trees will help to specialize and improve community landscapes.