上海樂高樂園：積木王國的中國首秀，為何爭議不斷？

作為全球第十一座、也是中國首座的樂高樂園，上海樂高樂園度假區自規劃階段起便備受關注。這座投資超過36億元人民幣、佔地面積達31.8萬平方米的大型親子主題樂園，試圖用8500萬塊樂高積木拼出一個充滿創意與夢幻的積木世界。然而，在正式開園前夕，這座承載眾人期待的樂園卻因票價、酒店政策與服務細節等問題接連陷入輿論風暴。一邊是標榜童趣與創意的品牌光環，一邊卻是社交媒體上的吐槽與爭議，這個積木王國在中國的“首秀”顯得格外矛盾與尷尬。

當樂高遇上中國風：從花果山到外灘的本土化探索

上海樂高樂園並非簡單的海外複製品，而是融合大量中國元素，試圖構建一個具有本土文化符號的“積木版中華”。

最引人注目的本土化嘗試，莫過於全球首發的“悟空小俠”主題區。該區靈感來自樂高與中國合作推出的原創動畫IP《悟空小俠》，以《西遊記》為文化藍本，還原花果山、筋斗雲等經典意象。遊客可在“花果山神秘船遊”中體驗漂流樂趣，也能參與“龍小驕之玉龍神力”這類互動型騎乘項目，感受以積木形式重構的東方神話魅力。

除神話題材，園區還設有仿照江南水鄉打造的河道景觀，沿岸建築風格取材自上海金山的楓涇古鎮。在“迷你天地”區域，則用積木復刻出外灘、東方明珠、石庫門等上海地標，甚至重現老上海弄堂裡的柴米油鹽與鄰里生活。這樣的設計不僅令小朋友新奇，也讓不少成年人頗有親切感。

此外，園內強調“動手創造”的理念。從樂高創意工坊到駕駛學校、救援學院等模擬職業體驗區，孩子們可以在遊戲中學習與實踐。樂園還特設展示區，呈現數萬塊積木拼成的巨型雕塑，包括樂高版《清明上河圖》，試圖吸引成年樂高迷的注意。

褒貶不一的開園反響：高顏值與高票價的兩面評價

自2025年6月試運營以來，上海樂高樂園收穫大量關注，但市場反饋卻呈現出明顯的兩極分化。

好評者認為，樂園色彩繽紛、場景細膩，無論是拍照還是觀賞都頗具“出片”效果。項目設計明顯偏向低齡兒童，安全系數高，對2至12歲兒童非常友善，且園區工作人員熱情細心。此外，樂高迷對園內超過3000個積木模型表示驚艷，認為是一次難得的沉浸式體驗。

然而，負評也接踵而至。最大爭議來自票價——成人一日票高達599元，與上海迪士尼相差無幾，但在IP影響力與遊樂項目豐富程度上卻難以媲美。對於沒有兒童隨行的成年遊客而言，園區缺乏足夠的刺激項目與沉浸劇情，像過山車等設施較少，有人甚至將舞台表演比喻為“鄉村大舞台”。

此外，樂園選址於上海市金山區，距離市中心約60公里，交通不便、周邊旅遊配套缺乏，也讓部分遊客產生“跑一趟不值得”的感覺。一位試運營期間的遊客總結道：「帶孩子來還可以，但純大人來的話很容易失望。」

爭議焦點：酒店條款如“雷區”，讓家長心驚膽戰

儘管樂園內部的評價尚有褒貶，但真正將上海樂高樂園推向輿論風口的，是其配套酒店的系列政策。

首先引爆公憤的是高額賠償條款。根據酒店規定，若住客損壞房間內的樂高模型，需賠償2500至15000元人民幣。問題在於，酒店未清晰界定「損壞」的程度，例如是輕微碰撞導致零件鬆動，還是整體摧毀皆未說明。更有甚者，許多模型陳設在兒童可及範圍內，無圍擋、僅貼標語，讓不少家長直呼「這不是陷阱嗎？」

其次，酒店在入住與退房時間上也與行業慣例背道而馳。入住時間為下午4點，退房時間為上午11點，遠比一般酒店的14:00入住、12:00退房更緊縮。若需提前入住或延遲退房，則需額外支付699元，讓人質疑這是“變相縮短住宿時間、抬高實際價格”。

此外，樂園條款中還聲明，如遇極端天氣導致閉園，無需為票價退還承擔責任。律師指出，這種“一刀切”的聲明涉嫌霸王條款，消費者仍可依法維權。

樂高樂園的中國挑戰：能否打破“低幼化”的刻板印象？

上海樂高樂園的定位十分明確——它是一座以2至12歲親子家庭為核心目標群體的主題樂園。這種精準聚焦固然有其戰略優勢，但也帶來了明顯的市場局限性。

首先，樂高品牌雖具全球知名度，但在中國的IP滲透力仍不及迪士尼的米奇與漫威宇宙，也不比環球影城的哈利波特、變形金剛有跨年齡的吸引力。當主力IP如《悟空小俠》對成年群體缺乏黏性時，樂園的娛樂體驗自然也會局限在低齡層次。

其次，票價設定與內容體驗的不匹配讓許多家長感到“花得不值”。一方面票價幾乎與迪士尼持平，另一方面遊樂項目偏簡單、觀賞性與互動性相對薄弱，令消費者預期與實際體驗產生落差。

地理位置則是另一個現實難題。金山雖然土地寬裕，但旅遊資源相對稀缺，周邊缺乏“二次消費”的景點或娛樂設施，無法像浦東的迪士尼一樣形成休閒商圈，難以提升停留時間與消費深度。

業內觀察者指出，樂高樂園若想在中國站穩腳跟，未來需在互動科技應用（如AR積木、虛擬拼搭）、本土IP合作（與國產動畫如《熊出沒》《哪吒》聯動）等方面持續創新，才能突破“低齡樂園”的品牌天花板。

結語：積木能搭起夢幻世界，也能壘出信任危機

上海樂高樂園的爭議並非偶然，而是國際IP在中國本土化過程中的一場試煉。它代表了一種全新的主題樂園構想，主打積木文化與創意手作，力圖創造不一樣的親子體驗。然而，當高票價遇上模糊服務標準，當酒店條款引發安全焦慮，這份夢幻積木世界也不免裂縫叢生。

它的價值或許在於創造一種“靜態互動”的親子場景，但若不能正視家長的顧慮、優化運營細節、完善配套體驗，這座耗資百億打造的積木王國，終將難以撐起中國家庭的“童年回憶”。真正要搭建的不僅是模型，而是消費者的信任與情感連結——這，才是樂高品牌在中國能否「站穩積木」的關鍵。

Shanghai LEGOland: China’s First Brick Kingdom and the Storm of Controversies Behind Its Debut

As the 11th LEGOLAND park worldwide and the very first in China, the Shanghai LEGOLAND Resort has drawn widespread attention since its planning phase. With an investment of over 3.6 billion RMB and covering a vast area of 318,000 square meters, the park aims to build a world of creativity and fantasy with 85 million LEGO bricks. However, on the eve of its grand opening, what was supposed to be a dreamland of joy and innovation has instead become embroiled in public criticism over ticket pricing, hotel policies, and service details. While the brand shines with its child-friendly and imaginative reputation, social media has been buzzing with complaints, casting a contradictory and awkward shadow over LEGO’s debut in China.

When LEGO Meets Chinese Culture: From Mount Huaguo to The Bund

Unlike a direct copy of its Western counterparts, Shanghai LEGOLAND incorporates numerous localized Chinese cultural elements, attempting to build a “brick-based China” that reflects national identity and aesthetics.

The standout example of localization is the world premiere of the “Monkie Kid” themed area, inspired by LEGO’s original animation IP co-developed with China. Drawing from the classic novel Journey to the West, this section features iconic settings like Mount Huaguo and the Somersault Cloud, rebuilt with LEGO bricks. Attractions such as the Mystic Boat Ride of Mount Huaguo and Dragon Yulong Power offer visitors interactive experiences that reimagine Chinese mythology in block form.

Beyond myths and legends, the park also presents a recreated Jiangnan-style water town, with riverside architecture inspired by Fengjing Ancient Town in Shanghai’s Jinshan district. In the Mini World zone, LEGO versions of Shanghai’s landmarks like The Bund, Oriental Pearl Tower, and Shikumen neighborhoods are meticulously crafted, even capturing the mundane daily life of old alley communities. These designs intrigue children and evoke nostalgia in adults.

Hands-on creativity is also a major focus. From the LEGO Creative Workshop to role-playing zones like Driving School and Rescue Academy, kids can engage in playful learning. The park also houses massive exhibits like a LEGO version of “Along the River During the Qingming Festival”, aiming to captivate adult LEGO enthusiasts as well.

Mixed Reactions: Stunning Visuals vs. Steep Prices

Since its soft launch in June 2025, Shanghai LEGOLAND has garnered massive attention, yet market feedback remains sharply divided.

Supporters praise the park for its vibrant colors, intricate design, and Instagrammable scenes. The attractions cater well to children aged 2 to 12, with high safety standards and attentive staff. LEGO fans marvel at the 3,000+ brick sculptures, calling it a rare and immersive experience.

However, criticisms have followed closely. The most contentious issue is ticket pricing—an adult one-day ticket costs 599 RMB, nearly the same as Shanghai Disneyland. Yet critics argue that LEGO’s IP influence and ride diversity fall short of such a price tag. For adult visitors without children, the lack of thrilling rides or immersive storytelling is disappointing. Some even describe the stage shows as reminiscent of “county fair performances.”

The park’s location also draws complaints. Situated in Jinshan District, about 60 kilometers from downtown Shanghai, the area lacks convenient transport and surrounding tourist infrastructure, leading many to question whether the trip is worth the effort. As one guest put it during soft opening: “It’s fine if you bring kids—but adults alone may be sorely disappointed.”

The Hotel Controversies: A Minefield for Parents

While in-park reactions vary, what truly pushed Shanghai LEGOLAND into the spotlight were controversies surrounding its official hotel.

The most inflammatory issue is the exorbitant damage compensation policy. Guests are told that if they damage LEGO models in the hotel rooms, they may be liable for compensation ranging from 2,500 to 15,000 RMB. Yet the definition of “damage” is vague—does a loose piece count, or does it have to be destruction? Worse still, many models are placed within easy reach of children, without barriers, relying only on warning signs. Parents have voiced frustration, asking: “Is this a trap for kids?”

Furthermore, the check-in/check-out times are unusually strict—4:00 PM check-in and 11:00 AM check-out—tighter than the industry norm of 2:00 PM/12:00 PM. Extensions require an additional 699 RMB, sparking accusations of inflated pricing via shortened stays.

Another clause states that if the park closes due to extreme weather, ticket refunds will not be issued. Legal experts argue that this blanket rule may qualify as an “unfair term” under consumer protection laws, and that guests have grounds to seek legal recourse.

Can LEGO Break the “For Kids Only” Stereotype?

Shanghai LEGOLAND is clearly positioned as a family park for children aged 2–12. While this focused strategy brings clarity, it also creates significant market limitations.

First, although LEGO is globally recognized, its IP influence in China remains limited compared to Disney’s Mickey Mouse or Marvel Universe, or Universal Studios’ Harry Potter and Transformers franchises. With Monkie Kid failing to capture adult interest, the park’s entertainment naturally skews very young.

Second, the mismatch between pricing and experience has upset many parents. Paying Disneyland-level prices for attractions that are simpler and less engaging results in a notable gap between consumer expectations and actual enjoyment.

Location is another practical concern. While Jinshan offers ample land, it lacks the tourism appeal or commercial density of Disney’s Pudong zone. Without nearby attractions or entertainment hubs, it’s harder to encourage longer stays or boost spending.

Industry analysts suggest that if LEGO wants a solid foothold in China, it must innovate in areas like interactive technology (AR bricks, virtual building) and collaborations with local IPs (such as Boonie Bears or Nezha). Only through such efforts can it escape the “young kids only” branding trap.

Final Thoughts: Building a Fantasy—or a Crisis of Trust?

The controversies surrounding Shanghai LEGOLAND are no coincidence—they reflect the larger challenges of global IP adapting to Chinese expectations. It represents a bold new vision for theme parks, centered on creativity, imagination, and DIY experiences. But when high prices meet vague policies, and hotel terms provoke parental anxiety, the dream world of LEGO starts to show cracks.

Its greatest value may lie in creating static-interactive spaces for family bonding. Yet unless it addresses parental concerns, enhances service transparency, and improves the overall experience, this billion-yuan brick kingdom may struggle to secure its place in China’s childhood memories.

What LEGO must truly build isn’t just models—but trust and emotional connection with Chinese consumers. That, ultimately, will determine whether LEGO can stand strong on its bricks in China.