diff --git a/pkg/sql/opt/xform/join_funcs.go b/pkg/sql/opt/xform/join_funcs.go
index 89618d607b96..d0c712eb5e14 100644
--- a/pkg/sql/opt/xform/join_funcs.go
+++ b/pkg/sql/opt/xform/join_funcs.go
@@ -303,7 +303,12 @@ func (c *CustomFuncs) GenerateLookupJoins(
 					ID:   md.NextUniqueID(),
 				},
 			)
-			lookupJoin.Input = c.e.f.ConstructInnerJoin(lookupJoin.Input, values, nil /* on */, joinPrivate)
+
+			// We purposefully do not propagate the join flags from joinPrivate.
+			// If a LOOKUP join hint was propagated to this cross join, the cost
+			// of the cross join would be artificially inflated and the lookup
+			// join would not be selected as the optimal plan.
+			lookupJoin.Input = c.e.f.ConstructInnerJoin(lookupJoin.Input, values, nil /* on */, &memo.JoinPrivate{})
 
 			lookupJoin.KeyCols = append(lookupJoin.KeyCols, constColID)
 			rightSideCols = append(rightSideCols, idxCol)
diff --git a/pkg/sql/opt/xform/testdata/rules/join b/pkg/sql/opt/xform/testdata/rules/join
index 6c65b6d96e65..bb55c7a8c4d6 100644
--- a/pkg/sql/opt/xform/testdata/rules/join
+++ b/pkg/sql/opt/xform/testdata/rules/join
@@ -3013,6 +3013,37 @@ inner-join (lookup abcde)
  │    └── filters (true)
  └── filters (true)
 
+# Test that a LOOKUP join hint does not propagate to the cross join. If it was,
+# the cross join would have an artificially high cost and the lookup join would
+# not be selected as the optimal plan.
+opt expect=GenerateLookupJoinsWithFilter
+SELECT * FROM small INNER LOOKUP JOIN abcde ON a=m AND b IN (10, 20, 30)
+----
+inner-join (lookup abcde)
+ ├── columns: m:1!null n:2 a:5!null b:6!null c:7 d:8 e:9
+ ├── key columns: [10] = [10]
+ ├── lookup columns are key
+ ├── fd: (1)==(5), (5)==(1)
+ ├── inner-join (lookup abcde@secondary)
+ │    ├── columns: m:1!null n:2 a:5!null b:6!null c:7 abcde.rowid:10!null
+ │    ├── flags: force lookup join (into right side)
+ │    ├── key columns: [1 12] = [5 6]
+ │    ├── fd: (10)-->(5-7), (1)==(5), (5)==(1)
+ │    ├── inner-join (cross)
+ │    │    ├── columns: m:1 n:2 "lookup_join_const_col_@6":12!null
+ │    │    ├── multiplicity: left-rows(one-or-more), right-rows(zero-or-more)
+ │    │    ├── scan small
+ │    │    │    └── columns: m:1 n:2
+ │    │    ├── values
+ │    │    │    ├── columns: "lookup_join_const_col_@6":12!null
+ │    │    │    ├── cardinality: [3 - 3]
+ │    │    │    ├── (10,)
+ │    │    │    ├── (20,)
+ │    │    │    └── (30,)
+ │    │    └── filters (true)
+ │    └── filters (true)
+ └── filters (true)
+
 # One column constrained to multiple constants and another constrained to a
 # single constant used by lookup joiner.
 opt expect=GenerateLookupJoinsWithFilter