China’s White Rabbit Candy: A Sweet Comeback to Production |

For decades, White Rabbit candy has been a cherished treat in China and beyond, delighting generations with its creamy, milky flavor and signature edible rice paper wrapping. After a period of production challenges and scarcity, the beloved White Rabbit brand is officially back in production, sparking excitement among nostalgic fans and new consumers alike.

This article explores the history, significance, and recent revival of White Rabbit candy, highlighting its impact on Chinese culture and its growing international appeal.

The History of White Rabbit Candy

Humble Beginnings in 1943

White Rabbit candy was first introduced in Shanghai in 1943 by the ABC Company, later renamed Guanshengyuan Food Company. Inspired by Western milk-based confections, the company developed a uniquely Chinese take on creamy candy, using high-quality milk powder to create a soft, chewy texture.

Originally called Mickey Mouse Candy, the treat was rebranded as White Rabbit in the 1950s, symbolizing purity, sweetness, and good fortune in Chinese culture.

A Cultural Icon in China

By the 1960s and 1970s, White Rabbit had become a household name across China, often given as a gift during festivals, weddings, and celebrations. Its popularity surged during the economic boom of the 1980s and 1990s, making it a symbol of childhood nostalgia for millions.

Even international figures like former U.S. President Richard Nixon were introduced to White Rabbit candy during diplomatic exchanges, further solidifying its reputation.

Why Did White Rabbit Candy Go Out of Production?

Despite its widespread success, White Rabbit faced various challenges that led to its temporary production halt:

Food Safety Concerns (2008) – The 2008 melamine contamination scandal affected multiple dairy products in China, including White Rabbit candy, leading to a temporary recall. The company later revamped quality control measures to restore trust.
Supply Chain Disruptions – During the COVID-19 pandemic, White Rabbit production was impacted by supply chain issues, factory shutdowns, and labor shortages, leading to reduced availability.
Changing Market Trends – The global shift toward health-conscious eating and lower sugar consumption also affected demand, prompting the company to rethink its branding and production.

White Rabbit Candy’s Grand Return

Back in Production, Stronger Than Ever

With production officially resumed, Guanshengyuan Food Company has taken steps to modernize the brand while staying true to its classic taste and texture. Key aspects of its revival include:

Improved quality standards to ensure food safety and compliance with international regulations.
New product lines, including low-sugar and flavored variations like matcha, chocolate, and fruit-infused versions.
Expanded global distribution, making White Rabbit more accessible to fans worldwide.

A New Era for White Rabbit

As part of its relaunch, White Rabbit has partnered with fashion brands, cafés, and social media influencers to reach younger consumers. White Rabbit-inspired ice creams, milk teas, and even skincare products have helped reintroduce the brand to modern audiences.

The Global Appeal of White Rabbit Candy

White Rabbit candy isn’t just a Chinese phenomenon—it has developed a loyal fan base internationally.

In the United States, Asian grocery stores and specialty candy shops have reported increased demand for White Rabbit, especially among Asian-American communities nostalgic for their childhood treats.
In Southeast Asia, countries like Malaysia, Singapore, and Thailand have embraced White Rabbit candy, incorporating it into bubble tea and desserts.
In Western countries, White Rabbit has gained attention among food enthusiasts eager to explore unique and nostalgic confections from different cultures.

Conclusion: A Sweet Revival for a Timeless Treat

White Rabbit candy’s return to production marks a joyful revival of one of China’s most iconic confections. With modern innovations, improved quality, and a dedicated fan base, the beloved candy is set to capture the hearts of new generations while maintaining its nostalgic charm.

Whether enjoyed as a childhood memory or discovered for the first time, White Rabbit candy continues to symbolize warmth, tradition, and the simple joy of a sweet, creamy treat.