White Rabbit, a household candy brand and staple among those with a sweet tooth in China, marked its 60th anniversary Jan. 18 in Shanghai with a pop-up store and exhibition. /VCG Photo

The event featured a collection of White Rabbit inspired souvenirs and crossover products, including a new creamy candy-flavored lip balm, pillows and canvas bags. /VCG Photo

The Shanghai-based candy brand, born in 1959, is widely recognized for its iconic rabbit mascot and edible rice paper wrapping in red, blue and white. /VCG Photo

Often dubbed the taste of childhood for many generations of Chinese, the candy chew has also been synonymous with Shanghai's transformation, and is regarded as an example of China's reform and opening-up in its history of expansion at home and abroad. /VCG Photo