Trending Top! 70 Yuan for one bun? The first "victims" of Shanghai Disney's 10th anniversary have appeared…

Beijing Business News

Shanghai Disney’s prices have been criticized, and this is not the first time.

On March 24, #上海迪士尼70元1个包子网友怒了# trended on social media.

According to media reports, recently, a netizen shared a 70 yuan meal set consumed at Shanghai Disney, which consisted of a “10th Anniversary Limited” steamed bun shaped like Minnie, along with a few potato chips.

This pricing has triggered complaints from netizens, with many saying, “The prices are outrageous” and “Is it gold-plated?” Some netizens also remarked that Disney is experiencing “inflation,” noting that last year, a braised pork bun set included two Minnie-shaped buns and was priced at 88 yuan.

Meanwhile, some comments indicated, “The prices are clearly marked; there’s nothing to complain about.”

Shanghai Disney’s prices have faced criticism before. As early as 2023, a visitor posted a video claiming that corn was 35 yuan each, ice cream was 45 yuan each, and chicken legs were 80 yuan each inside Shanghai Disneyland. This video sparked heated discussions among netizens.

In response, Shanghai Disney staff stated that prices are set by the park, and visitors can bring food and water within regulations, but food that has been processed or heated, or has strong odors, is not allowed. For dining, guests can also use paper tickets to eat at Disney Town one hour before the park closes, where prices should be slightly cheaper than those within the park.

In September last year, Shanghai Disney trended due to sanitary napkins being priced at 15 yuan per pack, which was twice the market price outside. On September 12, the first netizen to post about the unreasonable pricing indicated they had received an email reply from Disney, stating that the price of sanitary napkins had been adjusted to 7 yuan per pack.

On the afternoon of September 12, customer service from Shanghai Disney Resort confirmed to Modern快报 that the current price of the two types of sanitary napkins in the park is 7 yuan per pack, with the day-use pack containing 5 pieces and the night-use pack containing 4 pieces. Customer service stated that visitors can purchase them at the checkout counters of each vendor in the park.

After the price of the steamed buns trended, Cover News commented that as a well-known cultural tourism IP, Disney is naturally expected to maintain a certain premium in the consumer market due to its unique scene experiences and cartoon characters. Consumers are willing to pay for immersive experiences, exclusive cultural products, and nostalgic memories, while also understanding the operating costs of tourist attractions and market pricing rules. This recognition affirms brand value and reflects the normal upgrade in cultural tourism consumption. However, a premium does not equate to exorbitant pricing, and clear pricing does not mean one can detach from the product itself and ignore public perceptions of consumption.

The commentary noted that the controversy over the 70 yuan steamed bun arises not from consumers’ inability to afford the park’s prices but from a serious imbalance between product value and pricing. Without significant upgrades in ingredients or unique craftsmanship to support it, relying solely on the IP design to achieve a substantial price increase essentially uses brand influence as a tool for excessive profit, lacking respect for the consumer market and risking the long-term reputation of the brand.