INTA Brand Stories: Yongjian Lei on White Rabbit Milk Candy

Brands have the power to conjure fond memories and remind us of special times in our lives. In this installment of INTA’s Brand Stories initiative, Yongjian Lei (Wanhuida Intellectual Property, China) reflects on how White Rabbit, a popular Chinese candy, reminds him of his childhood and discusses the enduring quality of the candy in his life today.

INTA President Tiki Dare (Oracle Corporation, California, USA) spearheaded the Brand Stories initiative. Here, she speaks with Mr. Lei about the role of White Rabbit in his childhood and why he still (occasionally) finds himself buying the candy as an adult.

Tell me about the brand you’ve chosen for your brand story.
It’s a very sweet Chinese candy called White Rabbit. It’s a kind of milk candy. We had it very early in my life. The first time I saw it was when I was five or six years old. It’s a beautiful, sweet candy. A lot of Chinese people, especially those born in the 1970s and 80s like it very much. I think it’s probably called White Rabbit because rabbits are white and milk is white!

Do you have memories from when you were young and eating this candy?
Yes, definitely! It was not a thing we saw every day. It was rare; we only saw the White Rabbit candy when we were celebrating the Chinese spring festival or attending weddings. This candy was given as a present or a surprise to tell you that we were at a significant event. We didn’t eat it every day, but we ate it at very special events.

Now people can buy the candy online. I don’t know if the children today still like the candy like we did when we were young, but it’s much more accessible these days.

Do you ever buy it now as an adult?
Right now, I’m controlling my sugar intake, so I am not purposely buying candy in stores. However, if I need some motivation or inspiration, I’ll go to the store and buy a pack of White Rabbit. I try not to eat all of them, but I use it to revive myself and to give myself a little energy. It reminds me of how pure we were when we were young, and I use it as a way to be myself, relive my childhood, and refresh myself.

Watch Ms. Dare’s Brand Stories video. Follow #INTABrandStories on the Association’s social media platforms. Find out how to contribute your Brand Story.

Although every effort has been made to verify the accuracy of this article, readers are urged to check independently on matters of specific concern or interest.

Topics Brand Stories