White Rabbit (since 1959) went viral on X with 6.01M views & 260K likes. Iconic red-white-blue wrapper & milky flavor spark global nostalgia, new flavors, and North American expansion. Under $1.
Tags:White Rabbit, the Chinese milk candy brand with more than six decades of history, recently went viral on international social media after users rediscovered its distinctive red, white and blue wrapper.
screenshot from "China News"
On Aug. 5, an X user, @weeabob, shared a post highlighting the candy’s classic packaging and described it as an “absolute graphic design masterpiece.”
The post has since attracted more than 6.01 million views and 260,000 likes, prompting thousands of users to share their memories of White Rabbit and discuss the brand’s newer products and collaborations.
“Less than a dollar for this?” “What a masterpiece？” one user commented.
The candy’s instantly recognizable colors and distinctive milky flavor have also won praise from international consumers.
Some consumers share photos of White Rabbit-inspired tattoos, phone cases and handbags.
Launched in 1959 to mark the 10th anniversary of the founding of the People’s Republic of China, White Rabbit has become one of China’s most iconic milk candies.
Its lesser-known predecessor, the ABC Mickey Mouse Candy, was developed by Shanghai ABC Candy Factory in 1943 and was inspired by British milk toffee. As its name suggests, the original packaging featured Mickey Mouse.
In 1954, the factory was renamed the Aileen Candy and Biscuit Factory. The Mickey Mouse design was subsequently abandoned because of copyright concerns, as well as changing attitudes toward mice, which were then classified among the “Four Pests” targeted by public health campaigns. The candy was later renamed White Rabbit Milk Candy.
During a period when resources were scarce, White Rabbit was promoted as a source of nutrition. A popular claim at the time suggested that seven pieces of the candy were equivalent to a cup of milk.
The brand also has a place in China’s diplomatic history. During U.S. President Richard Nixon’s historic visit to China in 1972, which ended 25 years of diplomatic isolation between the two countries, the Chinese side reportedly presented five kilograms of White Rabbit candy to members of his delegation.
Today, White Rabbit is operated by Shanghai Guanshengyuan Food Co. Ltd. and has continued to expand beyond its traditional candy products through new flavors and cross-brand collaborations.
The company has introduced new flavors of its signature milk candy, including red bean, corn, yogurt and durian, while retaining the original red, white and blue packaging that has become synonymous with the brand.
Last year, White Rabbit also appeared on Costco shelves in the United States and Canada, introducing a tiramisu flavor specifically developed for the North American market.
generated by chatgpt
The brand has further expanded into milk tea and ice cream, while transforming its iconic white rabbit character into plush toys, stationery and other lifestyle products aimed at younger consumers.
Guanshengyuan has reported that annual production of White Rabbit milk candy increased by 10 percent year on year, reaching 27,000 metric tons in 2019.
Ma Mo, a brand expert at DT Caijing, described White Rabbit as a successful example of how a traditional brand can be revitalized while balancing heritage with creativity.
“White Rabbit has remained faithful to its rich, pure milk flavor and its original red, white and blue packaging, allowing consumers to instantly recognize the brand from memory,” Ma said.
screenshot from "Guancha.com"
“At the same time, it has adapted to the consumption preferences of younger generations by continuously introducing new products and creating new experiences for them.”
The trend is now spreading to platforms like Instagram, renewing global interest in nostalgic Chinese brands and vintage packaging. For White Rabbit, its iconic wrapper has become a symbol of Chinese childhood nostalgia for a new generation worldwide.
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