1959 White Rabbit Candy Wrapper Goes Viral Abroad, Drawing Over 4 Million Views
A 1959 White Rabbit candy wrapper has gone viral on overseas social media, drawing over 4 million views and 200,000 likes within days of a foreign netizen posting its photo. Designed by Jiang Aizhou and Wang Chunyan of Shanghai Aimin Candy Factory, the wrapper replaced an earlier Mickey Mouse motif with a leaping white rabbit and red mushroom. Launched in 1959 as a product marking the 10th anniversary of the People's Republic of China, the design won a national packaging award in 1983. The candy is now exported to more than 50 countries, while the brand, under Bright Food Group, has pursued fashion, fragrance, and gaming collaborations.
A White Rabbit candy wrapper originally produced in 1959 has recently gone viral on overseas social media. A photo of the wrapper posted by a foreign netizen drew more than 4 million views and 200,000 likes within days. Commenters from various countries shared their own collected wrappers, handmade phone cases, and other items in the thread.
The wrapper was designed by Jiang Aizhou, Wang Chunyan, and colleagues at Shanghai Aimin Candy Factory. The design team abandoned the earlier borrowed "Mickey Mouse" imagery in favor of a side-leaping white rabbit paired with a red mushroom, rendered with rounded Oriental aesthetics, Art Deco-style geometric stripes, and clean sans-serif typography. In 1959, White Rabbit candy was launched as a tribute product for the 10th anniversary of the founding of the People's Republic of China. In 1983, the wrapper won the Excellence Award at the First National Packaging and Decoration Design Competition. Since then, White Rabbit candy has been exported to more than 50 countries worldwide.
White Rabbit candy is a brand under Bright Food Group and has pursued numerous cross-industry collaborations in recent years. These include a milk-candy-flavored lip balm with Maxam, fragrances co-created with Scent Library, fashion apparel with COACH and Ledin, a White Rabbit milk tea shop on Nanjing Road in Shanghai, and partnerships with games such as Arknights, Light and Night, and Party Star. These collaborations have applied White Rabbit's visual identity across a wide range of contexts.