White Rabbit
Time-Honored BrandWhite Rabbit · Shanghai · Founded 1943
White Rabbit is a beloved milk candy brand under Shanghai Guanshengyuan Food Co., Ltd. Known for its rich milky flavor and iconic packaging, it has been a sweet companion in the memories of generations of Chinese people since 1943.
Brand Story
White Rabbit milk candy traces its origins back to 1943, when Feng Boyong of Shanghai's Aipixi Candy Factory created it. Inspired by the British 'nougat' candy, Feng combined Western techniques with traditional Chinese confectionery to craft a creamy, aromatic candy, naming it 'White Rabbit' to symbolize liveliness and charm. In the 1950s, the factory merged into Shanghai Guanshengyuan Food Factory, making White Rabbit its flagship product. In 1972, Premier Zhou Enlai presented White Rabbit candies to U.S. President Nixon as a state gift, earning it the title of 'sweet envoy' of Sino-American diplomacy. Since then, it has become a national sensation, evoking childhood nostalgia for generations. The iconic blue-white-red packaging, featuring a rabbit design by the Shanghai Art & Design Company, is deeply ingrained in popular culture. White Rabbit is not just a candy; it is a symbol of China's modern industry and national brands, witnessing the evolution of Shanghai's and China's food industry.
“Seven White Rabbit candies, a cup of good milk.”
Signature Products
Rich in milky flavor with a soft, chewy texture; the most iconic White Rabbit variety. (Approx. 10-20 RMB per 100g bag)
Infused with red bean flavor on the classic milk base, sweet but not cloying. (Approx. 12-25 RMB per 100g bag)
A perfect balance of sweet and tangy, with the distinctive taste of fermented yogurt. (Approx. 12-25 RMB per 100g bag)
Stores & Addresses
Located in: Shanghai（上海）
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Cultural Note
The craftsmanship of White Rabbit candy blends Chinese and Western confectionery techniques, using traditional methods like open-flame sugar boiling and hand-pulling to ensure its chewy texture. Its packaging design, a hallmark of its era, has become an icon of nostalgia. White Rabbit has also expanded into ice cream, milk tea, and other cross-industry products, showcasing the innovative vitality of this time-honored brand in the modern era.
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Frequently Asked Questions
What is a "China Time-Honored Brand" (中华老字号)?
A China Time-Honored Brand is a designation by China’s Ministry of Commerce for brands with a long history that inherit products, craftsmanship or services across generations and have operated continuously to the present.
When was White Rabbit founded?
White Rabbit was founded in 1943, originating in Shanghai, Shanghai, primarily in the Food & Beverage field.
What is the signature product of White Rabbit?
Its signature product is Classic Original Milk Candy. See the "Signature / Buy Online" section on this page for more products and shopping links.
Where can I find the official list of China Time-Honored Brands?
You can log into the MOFCOM "China Time-Honored Brand Information Management System", or browse this site’s brand directory — we have profiled 1,451 time-honored brands.
Sources / References
Brand fundamentals (founding year, heritage level, recognition batch) follow official sources such as the MOFCOM time-honored brand list. Story and encyclopedia: