China childhood staple ‘White Rabbit’ candy gains global praise for classic wrapper design

Brand’s pure milk flavour and iconic wrapper ensure it remains a beloved icon in consumer memories, says expert The time-honoured Chinese creamy candy brand White Rabbit recently went viral for its iconic wrapper design, but the brand, having pursued an active rebranding strategy and collaborations, offers much more than its traditional legacy. A netizen on X, under the handle @weeabob, shared a post featuring the candy’s classic blue, red, and white wrapper, praising it as an “absolute masterstroke of graphic design.” This post garnered 260,000 likes and 600 comments, with many users reminiscing about the candy, as well as the brand’s innovative new products and collaborations. Introduced in 1959 to commemorate the 10th anniversary of the People’s Republic of China, White Rabbit is widely recognised as China’s national creamy candy. Its lesser-known precursor, the “ABC Mickey Mouse Candy,” was developed in 1943 by the Shanghai ABC Candy Factory, inspired by British creamy sweets. As its name suggests, this candy’s wrapper featured Mickey Mouse.

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