(Photo/Wenhuibao)

Back in 1959, a creamy candy branded “White Rabbit” made an impressive debut on the Chinese market. It was also the perfect representation of “Shanghai Manufacturing” during that time. Six decades on, the creamy smell has not faded away. “White Rabbit” candy is still a staple of tourists’ packages after their trip to Shanghai.

The history of “White Rabbit” dates back to the 1940s when Shanghai was the biggest city in the Asia-Pacific region. Feng Boyong, who ran a confectionary plant in Shanghai, discovered a business opportunity from a milk candy originating from the UK, so he developed ABC Mickey Mouse Candy, the predecessor of White Rabbit candy.

Nicknamed as the “Nation’s Creamy Candy”, White Rabbit has long been a favorite of Chinese people. Unexpectedly, it is also loved by foreigners.

In January 1972, Alexander Meigs Haig came to China in preparation for Richard Nixon’s groundbreaking trip. A staff member found that China’s White Rabbit candy was very popular among the American guests.

As people’s lives have gotten better, the days when creamy candy was a rarity are now long gone. Today the confectionary plant of White Rabbit boasts over 20 production lines with an annual output of around 20,000 tons. What’s more, the cheerful rabbit logo can now be seen in more than 50 countries and regions.

In 2013, the brand adopted new premium packaging and pricing following a partnership deal with well-known French fashion brand Agnes B. They rolled out light blue and pink editions of the household sweet, with a limited-quantity tin box edition carrying the Agnes B logo. The products sold out instantly during the 2015 Singles Day shopping craze.

Last September, a new lip balm brand jointly produced by Maxam and White Rabbit sold out within 2 minutes after officially going on sale online. Evidently, the flavor of the classic White Rabbit candy, and the retro design reminded many netizens of their childhood memories.

At the beginning of February 2019, Wanderlust Creamery, a scoop shop with locations in Venice, Atwater Village, Tarzana, and downtown L.A., started serving White Rabbit as a Chinese New Year special.

In Vancouver, Intea has unveiled the White Rabbit bubble tea drink. Made from fresh milk mixed with White Rabbit Creamy Candy and served with black pearls, the treat has gone viral on Instagram.

So, though it is 60 years old, it seems that the rabbit is going from strength to strength, with the young generation ensuring its longevity.