First of all, from the consumer psychology and product selling point, the packaging of white rabbit toffee is a classic, and the classic thing is a selling point, so it doesn't need to be changed. If it is replaced by the kind of plastic bag, it will lose one of the biggest characteristics of white rabbit. Secondly, in terms of cost, this package is an ideal package with low production cost, mature technology and few processes. White rabbit toffee is a kind of milk candy produced by Guansheng Garden in Shanghai, Chinese mainland, which has been popular with people all over the world since it was put on sale in 1959. The trademark is a jumping white rabbit, whose image is deeply rooted in the hearts of the people.

The predecessor of white rabbit toffee originated from "Aipixi Candy Factory" in Shanghai in 1943. The company's businessmen tried the milk candy in Britain at that time and thought it tasted good. After half a year, they copied their own brand of domestic milk candy. The packaging uses the design of red Mickey Mouse and is named "ABC Mickey Mouse Candy". Because the price is cheaper than imported products, it is widely loved by the people. Until the 195s, the candy company was nationalized, and Mickey Mouse was regarded as a symbol of worshipping foreign things, so the packaging pattern was changed to white rabbit, and in 1959, it was used as a gift product for the 1th anniversary of the Chinese People's National Day. Wang Chunyan, the designer of the image of "White Rabbit", is a native of Shanghai. He studied in the Art Group of Shanghai Children's Palace when he was a child, and his paintings were exhibited abroad at that time. In 1957, when Zhou Enlai visited Shanghai, the Children's Palace selected two Young Pioneers to accompany the Prime Minister, and Wang Chunyan was one of them. Later, the "Cultural Revolution" blocked his way to go to school for knowledge, and he became an apprentice in a candy factory. However, with his own painting talent, he designed the "White Rabbit" and thus became the first art designer in Guansheng Garden. This classic packaging, which has been well known by the public, has itself been regarded as a good "advertisement", and it is naturally best to keep it.