<strong>White Rabbit hops around the world: </strong>The graphic wrappers, the translucent edible rice paper and the sweet milky taste of White Rabbit Candies have been a collective memory for many people growing up in Chinese communities. Today, the brand has gone beyond candy to become a lifestyle brand.
White Rabbit hops around the world: The graphic wrappers, the translucent edible rice paper and the sweet milky taste of White Rabbit Candies have been a collective memory for many people growing up in Chinese communities. Today, the brand has gone beyond candy to become a lifestyle brand.
Zhang Yan/VCG/Getty Images
<strong>Unwrapped:</strong> To some Westerners, the candies resemble taffy or Tootsie Rolls in size and texture.
Unwrapped: To some Westerners, the candies resemble taffy or Tootsie Rolls in size and texture.
CNN/Maggie Hiufu Wong
<strong>Cute, colorful packaging: </strong>The candy's popularity is about more than just flavor. The red-white-and-blue wrappers printed with a mischievous bunny are instantly recognizable.
Cute, colorful packaging: The candy's popularity is about more than just flavor. The red-white-and-blue wrappers printed with a mischievous bunny are instantly recognizable.
CNN/Maggie Hiufu Wong
<strong>White Rabbit-flavored ice cream: </strong>Adrienne Borlongan, owner of Los Angeles ice cream shop Wanderlust Creamery, created a White Rabbit flavor that went viral online.
White Rabbit-flavored ice cream: Adrienne Borlongan, owner of Los Angeles ice cream shop Wanderlust Creamery, created a White Rabbit flavor that went viral online.
Courtesy Wanderlust Creamery
<strong>A taste of home: </strong>Borlongan, who was raised in California by Filipino parents, understands the power of food in the Asian diaspora. "I believe that there's such a big demand now for more than just Eurocentric appeal in flavors," she says.
A taste of home: Borlongan, who was raised in California by Filipino parents, understands the power of food in the Asian diaspora. "I believe that there's such a big demand now for more than just Eurocentric appeal in flavors," she says.
Courtesy Wanderlust Creamery
<strong>An evolving brand: </strong>Some of the kids who grew up snacking on White Rabbit are now artists, chefs and entrepreneurs who have done their part to evolve the brand.
An evolving brand: Some of the kids who grew up snacking on White Rabbit are now artists, chefs and entrepreneurs who have done their part to evolve the brand.
Shao Feng
<strong>White Rabbit's new flagship store: </strong>Located in Shanghai's new JKS Arts and Cultural Center, the recently opened White Rabbit flagship store looks more like a futuristic playground than a candy shop.
White Rabbit's new flagship store: Located in Shanghai's new JKS Arts and Cultural Center, the recently opened White Rabbit flagship store looks more like a futuristic playground than a candy shop.
Shao Feng
<strong>A bite of childhood luxury: </strong>"I did (grow up with White Rabbit). During my childhood the variety of candy was not very rich, the White Rabbit was very popular, even a little extravagant," says Li Xiang, founder of X+ Living and chief designer of the recently opened White Rabbit Flagship store.
A bite of childhood luxury: "I did (grow up with White Rabbit). During my childhood the variety of candy was not very rich, the White Rabbit was very popular, even a little extravagant," says Li Xiang, founder of X+ Living and chief designer of the recently opened White Rabbit Flagship store.
Shao Feng
<strong>Whimsical store design: </strong>Designing the interior of the shop, Li hopes to reflect the brand's modern identity with artistic 3D-printed sculptures that mimic flowing milk.
Whimsical store design: Designing the interior of the shop, Li hopes to reflect the brand's modern identity with artistic 3D-printed sculptures that mimic flowing milk.
Shao Feng
<strong>More than just a candy store: </strong>"We hope when customers walk into the space, they are not only impressed by the artistic installations, but can also feel the spirit of the brand," says Li.
More than just a candy store: "We hope when customers walk into the space, they are not only impressed by the artistic installations, but can also feel the spirit of the brand," says Li.
Shao Feng