Trending #1! 70 yuan for one bun? The first batch of "victims" have appeared at Shanghai Disneyland's tenth anniversary

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

On March 24, #ShanghaiDisney70YuanPerBunNetizensAngry# trended on social media.

According to media reports, recently, a netizen posted a photo of a 70 yuan meal at Shanghai Disneyland, which included a Minnie-themed “10th Anniversary Limited” steamed bun and a few potato chips.

This pricing sparked online backlash, with many saying, “Prices are outrageous” and “Is this gold-plated?” Some netizens also commented that Disney is experiencing “inflation,” noting that last year’s braised pork bun set included two Minnie-shaped buns priced at 88 yuan.

Meanwhile, others commented, “Transparent pricing, there’s nothing more to say.”

Criticism of Shanghai Disneyland’s prices is not new. As early as 2023, visitors posted videos showing corn at 35 yuan each, ice cream at 45 yuan per stick, and chicken legs at 80 yuan each inside the park. These videos sparked heated discussions online.

In response, Shanghai Disneyland staff explained that prices are set by the park. Visitors can bring their own food and water within regulations, but re-heating or bringing foods with strong odors is not allowed. If dining inside the park, visitors can use paper tickets to dine at Disneytown an hour before closing, and prices there are usually slightly cheaper than inside the park.

In September last year, Shanghai Disneyland made headlines when a pack of sanitary pads was priced at 15 yuan, double the outside price. On September 12, a netizen who initially criticized the high price received an email reply from Shanghai Disney, stating that the sanitary pads’ price had been reduced to 7 yuan per pack.

At noon on September 12, Shanghai Disney Resort customer service confirmed to the Modern Express reporter that the current prices for two types of sanitary pads inside the park are both 7 yuan per pack, with one pack containing 5 daytime pads and the other 4 nighttime pads. The customer service representative said visitors can buy them at any cashier inside the park.

After the steamed bun price hit the trending list, Cover News commented that as a well-known cultural tourism IP, Disney’s unique scene experiences and cartoon images naturally command a certain premium in the market. Consumers are willing to pay for immersive experiences, exclusive cultural products, and emotional memories. This also reflects the operational costs and market pricing principles of scenic spots, which is a recognition of brand value and a normal sign of cultural tourism consumption upgrading. However, premium pricing does not mean sky-high prices, and transparent pricing does not mean ignoring the product quality or public perception.

The comment pointed out that the controversy over the 70 yuan bun mainly stems from a serious imbalance between product value and pricing, not consumers’ inability to afford park expenses. Without significant ingredient upgrades or unique craftsmanship, relying solely on IP design to justify a large price increase is essentially using brand influence for excessive profit, showing a lack of respect for the consumer market and risking long-term damage to brand reputation.