China's iconic candy brand White Rabbit is gaining popularity among the youth with trendy products based on the rabbit image, attracting more fans during the Spring Festival as this is the Year of the Rabbit.

The White Rabbit candy, made by Shanghai-based Guan Sheng Yuan Group since 1959, has become the company's flagship product and a household name in China. Children especially like the sweet taste.

The candy brand has launched a variety of niche flavors including coffee, durian and mustard. It has also designed other products with the white rabbit image printed everywhere.

The brand started to do cross-over marketing as early as 2011. The strategy aims to get consumers to remember the 64-year-old white rabbit.

For the Year of the Rabbit, White Rabbit has even cooperated with a fashion brand to put its image on bags, shoes and sweaters.
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