BEIJING, Aug. 19 (Xinhua) -- Mike Win from Malaysia was no stranger to China's popular candy White Rabbit. Before arriving in Shanghai, he had seen the iconic milk-tasting treat on overseas social media.

Walking into a White Rabbit store on Nanjing Road, a magnet for international tourists in Jing'an District, Shanghai, Win ordered a White Rabbit milk tea. "I really like its rich, creamy flavor," he said.

This personal encounter reflects a broader trend: how an over-60-year-old Chinese milk candy is capturing global consumers. The visual language of the White Rabbit classic wrapper, featuring a red, blue and white background with a sitting white rabbit, can be interpreted without relying on specific cultural contexts.

In 1972, then Chinese Premier Zhou Enlai presented White Rabbit milk candies as a state gift to visiting U.S. President Richard Nixon. More than half a century later, the candy's classic wrapper goes viral on social media platforms, including X.

Earlier this month, an X post praising it as an "absolute masterstroke of graphic design" drew millions of views and hundreds of thousands of likes within days. Fans have flooded comment sections with their own creations, from T-shirts to phone cases featuring the iconic rabbit.

Beyond creations by global internet users, the brand has reimagined its identity with a wide range of cultural and lifestyle products. "Milk candy is still the direct entry point for foreign tourists to discover White Rabbit, but it is no longer the end of their brand experience here," said a staff member at the Nanjing Road store.

The staff added that during the summer peak season, foreign visitors account for about 30 percent of the total, the majority of whom are from countries and regions like Malaysia and Singapore. In addition to the classic original flavor, they are open to varieties like chocolate, coffee and yogurt.

The store offers more than just classic milk candies and milk tea. Shoppers are just as interested in merchandise like shopping bags, fridge magnets and plush toys.

Ryann Foster Jones, a first-time visitor from Britain, is one of them. She selected a shopping bag featuring the iconic logo. "I love the brand's design on the bag. It's a bit retro and very cute," she said, adding that she found the rabbit-themed decor and merchandise adorable.

This craze is part of a broader trend in which overseas consumers actively embrace Chinese lifestyles as they gain more firsthand experience of the country. From drinking hot water to wearing house slippers, many are moving from simply observing to actually participating.

The interest comes just as inbound travel to China is getting easier and international perceptions of the country are beginning to shift.

A July survey by the Pew Research Center found that a median of 46 percent of respondents across the 20 countries surveyed annually since 2023 held a favorable view of China, up from 32 percent in 2023.

The widespread appeal of White Rabbit is no mere coincidence. It reflects a growing cultural confidence among Chinese brands. Rather than diluting their identity to cater to foreign tastes, these brands have succeeded by staying true to their roots.

Observers said that in an era saturated with AI-generated content, retro designs are proving especially effective at striking an emotional chord with young consumers.

This confidence is not confined to time-honored names. Latecomers, including those in the cosmetics industry, are likewise striving to preserve Chinese aesthetics while bringing innovation to them.

One such example is Florasis, a cosmetic brand known for its traditional Chinese aesthetics. Founded in 2017 near the iconic West Lake in Hangzhou, capital of east China's Zhejiang Province, it has sold its products to over 110 countries and regions.

According to the company, West Lake, a powerful muse revered by poets and painters for millennia, remains an inspiration to this day. Since its inception, the brand has set out to honor the philosophy of Chinese aesthetics, translating traditional Chinese romance into globally recognized symbols.

"Effective 'cultural translation' is key to helping overseas consumers understand the cultural stories behind the products," said Zeng Min, general manager of public affairs at EastGarden Cosmetics Group, Florasis' parent company.

Zeng emphasized the need to balance uniqueness and universality in aesthetic expression to enhance the international appeal of Chinese culture and help global consumers truly appreciate it.

For instance, Florasis' "Tongxin Lock" lipsticks are shaped like traditional Chinese padlocks, symbolizing eternal love and echoing the globally recognized "love lock" tradition. They also feature micro-engraved scenes from classic love stories on their bullets, such as the "Legend of the White Snake," a tale set in and around West Lake.

According to the company, feedback shows that many overseas consumers view Florasis as a cultural keepsake that holds both practical beauty value and cultural significance.

Industry insiders say that international customers are increasingly willing to explore the design inspiration, traditional craftsmanship and cultural stories behind the items. The cultural discovery has become an integral part of their shopping experience.

"The popularity of Chinese aesthetics overseas is no mere fleeting trend," said Yang Yiqing, a professor at Zhejiang Gongshang University. "Rather, it is the inevitable result of young people around the world actively embracing and integrating elements of the Chinese lifestyle."

Yang added that as China's comprehensive strength rises, the global perspective on its culture is shifting, bringing previously overlooked Chinese aesthetics back into the global spotlight. When brands authentically reflect their cultural roots, their essence is more likely to resonate with people around the world. ■