White Rabbit Candy – Iconic Chinese Retro Sweet Treat

You are lucky to have been born in the era of amazing candies since, nowadays, there is a wide choice of sweet treats all over the world. But guess what? Sometimes just the taste isn’t enough and we need the whole new experience that comes with it. Would you like candy with a much bigger value than its taste? Then, fortunately for us, the world has Chinese White Rabbit Candy.

There are times when boring, classic candy bars don’t satisfy us anymore. Then why not try a famous Chinese sweet treat called White Rabbit Candy? Despite becoming a globally beloved brand, there’s still a chance you’ve never tasted it, and we need to fix that!

Get to know this incredible sweet miracle, White Rabbit Candy, and you won’t regret being part of the people who adore it!

The Founder of White Rabbit Candy

To its creator, the White Rabbit was more than simply a creamy candy; it was a symbol of his love for a generation. “Seven White Rabbit candies equal a cup of milk” is more than a tagline; it’s a health-conscious pledge to customers.

In 1943, White Rabbit’s originator, Liu Boyong, was inspired by British creamy candy and determined to create his own unique creamy confection so that Chinese people could enjoy the milky, chewy pleasure as well. In the 1940s, candy, in general, was somehow special, and this particular one was no exception!

With its low price and attractive packaging, this candy effectively displaced foreign sweets in one fell swoop, quickly becoming one of China’s most popular items.

How White Rabbit Candy was Created?

At first, the candy had a picture of Mickey Mouse on the wrappers and was definitely targeted at children, but as soon as manufacturers noticed that the candy was becoming more and more valuable for local people, they rebranded and put a cartoon rabbit on the packaging instead of Mickey.

Every kid from Beijing to Hong Kong knew what it tasted like, and even more, soon after it became a symbol of the country. It wasn’t only candy to enjoy to satisfy sweet cravings, but White Rabbit also succeeded as a peaceful cultural creation of China that didn’t have any connections to politics – and that’s why it easily earned the true love of the Chinese people.

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Consistency & Flavors

That’s right! Behind every famous candy, there must be some charming ingredients. The actual milk that is used in the candy gives it its creamy consistency. And what would it be without a piece of rice? 

There is an edible piece of rice paper between the candy and the wrapper that prevents the candy from melting and makes it even more delicious and comfortable to carry with you without worrying that it might melt in your pocket. 

As you can read on their official website, “White Rabbit selected the greatest raw material.” The workers hand-make each pot of syrup for 40 minutes. At a time when commodities were scarce, the White Rabbit creamy candies felt especially valuable.

If one flavor isn’t enough for you, there are other flavors, too, but none of them had the same success as the original one, since it’s not just a candy, but the whole nostalgia for people who loved it in their childhood. But unlike some discontinued candies that are no longer available,  Shanghai’s White Rabbit candy remains and becomes more and more appreciated as time goes by.

As a bonus fact, we can tell you that this creamy candy uses milk powder that is imported from New Zealand and comes in a variety of flavors, including red bean, peanut, yogurt, and chocolate.

White Rabbit Candy Spreads Across the Globe

Well, at first, the candy didn’t cause a sensation for foreign people. Adrienne Borlongan, who was raised in the Philippines, first experimented with a White Rabbit flavor in her ice cream. 

The first try wasn’t successful; neither Borlonagan nor her visitors liked it, but after she used a famous wrapping of White Rabbit Candy as her ice cream packaging, everything turned upside down! As soon as she posted it on social media, it became viral and attracted many people from all over California. 

This was when she realized she had an incredible “key” on her hands that could make her business more successful. Since then, White Rabbit has been a mainstay of Wanderlust’s ice cream lineup and is regularly sold out in their webshop, and this place has even become the “cultural center” for Chinese immigrants. The reason is simple – the taste of White Rabbit candy reminds them of their home and childhood.

How did White Rabbit Candy Gain Success?

Since the candy was loved by everyone, the owner company, Guan Sheng Yuan, knew that they had the potential to become famous internationally, and they were right! 

But how could it become globally famous in such a short period of time? They did it by collaborating with different local and foreign brands. And this decision helped White Rabbit Candy to become even more popular among global audiences, and we can see it, especially in recent years.

Candy was a worldwide sensation, and some firms took advantage of it. In 2021, the original maker filed a lawsuit against two Chinese companies for making an unauthorized replica of White Rabbit-flavored milk and milk tea powder.

No Limits to Creativity

White Rabbit has a strong idea about how to better engage with younger generations, pushing itself outside of the food and beverage business and into fashion.

It collaborated with LEDIN to design clothes that symbolize the “National Streetwear” culture. They even picked fashion retail malls as a trendy destination for their offline demonstration trip. White Rabbit is a trendsetter as well as a candy manufacturer.

White Rabbit Candy In Today’s World

Not surprisingly, the candy is linked to almost every festival in China, and it is still a luxurious gift for children as a special reward. This white rabbit candy has become an inspiration for many of the kids who grew up snacking on them, and exactly these people are the main reason why this sweet treat is still in high demand today.

Kids that have tasted this candy their whole childhood are now grown-ups. They have become artists, chefs, and entrepreneurs and haven’t forgotten the taste of their sweet childhood memories. That’s why they are so important in developing the brand not only in China but all around the world. 

Art is a crucial reflection of the brand’s current identity. They utilized their first permanent shop to reflect the brand’s ethos and construct some fantastic exhibits, including a 3D printed artwork that bends through the 200-square-meter area, giving guests the whimsical sense of “dropping down a rabbit hole.”

For us, seeing a white rabbit is no longer an unusual thing. Whereas the creamy candy used to provide delight to everybody, the modern White Rabbit, with its symbolic flavor and a hint of nostalgia, strives to bring back the pure joy of our youth.

Shanghai Guan Sheng Yuan – Brand Positioning

Because of its unique positioning and effective communication with its target audience, the brand expands its product line while maintaining a consistent brand image that constantly reminds customers of their favorite childhood memories – the resonation is so strong that it successfully leads to a purchase decision.

The white rabbit is about to go on a long adventure. The success of White Rabbit put him at risk of becoming a fad. As time passes, customers’ excitement will decrease. The best form of brand promotion is the product itself, and if it continues to keep up with the pace of change, it will be able to stand the test of time.

Controversy & Change

With huge success comes a huge responsibility, doesn’t it? Respectively, White Rabbit’s 63 years of history haven’t been as easy and clean as it seems for everyone. Some problems arose in 2007 when traces of formaldehyde were found in some White Rabbit candy and other Chinese snacks in the Philippines and Indonesia. 

Of course, this case significantly damaged the brand image and caused dissatisfaction among people, since the influence of formaldehyde could be very dangerous for a person’s health. Even though some foods naturally contain a small amount of it, intaking large amounts may cause poisoning, leading to symptoms like headaches and vomiting.

The situation was bad, but White Rabbit manufacturer Guan Sheng Yuan survived the wave of anger. They’ve suggested that the tests weren’t conducted on authentic ones, but even though this accident was pretty damaging to the company’s image, they still succeeded in staying clean and didn’t lose their place as the most loved candy on the market.

Where to Buy White Rabbit Candy Today

Since White Rabbit Candy is more famous than ever today all over the world, it’s not that difficult to find. If you want to try the butter toffee version, you can find it in most supermarkets or Chinese stores, but the original White Rabbit Creamy Candy may be a little more difficult to find. In this case, it might be easier and more comfortable for you to get it online. Don’t forget to double-check if it’s the original version or not! 

Ingredients

• Liquid Maltose
• White Granulated Sugar
• Whole Milk Powder
• Butter
• Food Additive (Gelatin, Vanillin)
• Edible Glutinous Rice Paper (Corn Starch, Cassava Starch, Water, Glyceryl Monostearate)
• Contains milk products

Nutrition

Serving Size:	8 pieces (40g)	% Daily Value*
Amount Per Serving
Calories from Fat	27
Calories	16
Total Fat	3g	5%
Saturated Fat	2g	10%
Trans Fat	0g
Cholesterol	7mg	2%
Sodium	15mg	1%
Total Carbohydrates	31g	10%
Dietary Fiber	0g	0%
Sugars	15g
Protein	2g
Vitamin A		0%
Vitamin C		0%
Calcium		4%
Iron		0%

• Percent Daily Values are based on a 2000 calorie diet.

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Final Words

In the world of diverse sweets, we have begun to realize that it’s not simply the flavor that we enjoy, but also the sensation that comes with it. This is precisely what distinguishes White Rabbit Candy. With its nostalgic white, blue, and red packaging, classic creamy consistency, and vintage taste, as well as its edible rice paper, this Chinese sweet has a particular place in many people’s memories and hearts. If you would like to try other Chinese candies, you must check out the list of the best Chinese candies!