Have you ever tasted a White Rabbit candy and instantly been transported back to childhood?
For generations across Asia, White Rabbit has been more than just a sweet treat. With its iconic blue, red, and white packaging and signature creamy flavour, the beloved candy has become a symbol of nostalgia for many who grew up enjoying it. Now, fans in Singapore have a new way to reconnect with the brand as White Rabbit launches its first-ever Lifestyle Concept Store at Plaza Singapura.
Running from 1 June to 24 November 2026, the experiential pop-up transforms the classic confectionery brand into a lifestyle destination featuring exclusive merchandise, personalised keepsakes, collectibles, food products, and even diamond jewellery. Located on Level 1 of Plaza Singapura, the concept store aims to bring together nostalgia, creativity, and modern retail experiences under one roof.
The launch reflects how heritage brands are increasingly finding new ways to stay relevant by expanding beyond their original products and creating immersive experiences for both longtime fans and younger generations.
White Rabbit Singapore expands beyond candy
For decades, White Rabbit has been recognised primarily for its famous creamy milk candy. Established in the 1950s, the brand gained popularity across Asia thanks to its distinctive milky flavour, chewy texture, and edible rice paper wrapping. Today, White Rabbit products are available in more than 50 countries worldwide, cementing its position as one of Asia’s most recognisable confectionery brands.
In Singapore, the brand has experienced a resurgence in recent years through ice cream products, beverages, merchandise collaborations, and limited-time pop-up events. The new White Rabbit Lifestyle Concept Store marks its most ambitious retail venture yet, offering visitors a chance to engage with the brand beyond food products alone.
Rather than simply functioning as a retail store, the concept has been designed as a destination where visitors can shop, customise products, and immerse themselves in the world of White Rabbit.
Discover exclusive White Rabbit merchandise
One of the biggest attractions of the concept store is its extensive range of exclusive merchandise inspired by the iconic candy brand.
Visitors can browse White Rabbit-themed T-shirts priced at S$35, alongside tote bags, sling bags, scented pouches, tumblers, enamel cups, notebooks, ceramic plates, and decorative home accessories. Many of these products feature designs inspired by the classic White Rabbit packaging, making them appealing keepsakes for collectors and fans alike.
The merchandise offering reflects a growing consumer appetite for nostalgic products that blend familiar childhood memories with contemporary design. For many shoppers, these items serve as both practical lifestyle products and meaningful collectibles.
Create personalised White Rabbit keepsakes
Beyond shopping, visitors can also take part in one of the store’s most interactive experiences, the Personalisation Studio.
The dedicated customisation corner allows guests to personalise selected White Rabbit T-shirts, tote bags, and tag key rings using a range of Singapore-exclusive iron-on patches. Alphabet patches are available for S$2 per letter, while decorative patches range from S$4 to S$6 each. Customisable caps are also expected to be introduced at a later date.
Shoppers who spend at least S$60 in a single transaction will receive a complimentary White Rabbit tote bag, which can also be personalised at the station while stocks last.
This hands-on experience adds an additional layer of engagement, allowing visitors to create unique souvenirs that reflect their own personalities and memories.
From ice cream to collectibles
Food remains an important part of the White Rabbit experience, and the concept store offers a variety of treats inspired by the brand’s signature flavours.
Popular products include the White Rabbit Original Ice Cream Stick, Chocolate Ice Cream Stick, Seasalt Cheese Choc Cone, ice cream cups, milk packets, and assorted candy collections. Visitors can also create their own customised candy packs through a mix-and-match selection, adding a fun and personalised touch to their purchases.
Collectors will find plenty to explore as well. The store features fragrance pendant mystery boxes, scented keychains, Singapore-exclusive collectibles, plush toys, decorative magnets, and retro-inspired gift boxes. These products appeal to both serious collectors and casual shoppers looking for unique souvenirs.
A surprising luxury collaboration
Perhaps the most unexpected feature of the concept store is its collaboration with Mia Liora Lab to create a rabbit-inspired diamond jewellery collection.
The four-piece collection includes earrings, rings, necklaces, and bracelets designed around the White Rabbit mascot. Adult versions retail at S$799 per piece, while children’s versions are available from S$599. Customers who purchase all four pieces will receive a complimentary 35cm Junior Bunny plush toy. Additionally, shoppers can enjoy a 10% discount on jewellery purchases when they make any White Rabbit purchase.
The collaboration demonstrates how brands are increasingly expanding into lifestyle and luxury categories to reach new audiences while strengthening emotional connections with consumers.
A sweet destination for all ages
The White Rabbit Lifestyle Concept Store is more than just a retail pop-up. It is a celebration of a brand that has remained close to the hearts of generations across Asia.
From classic candies and ice cream to personalised merchandise, collectibles, and jewellery, the store offers something for visitors of all ages. Whether you grew up enjoying White Rabbit candies or are discovering the brand for the first time, the experience provides a unique opportunity to create new memories while revisiting old ones.
With the pop-up running until 24 November 2026, White Rabbit fans have plenty of time to experience one of Singapore’s most nostalgic and charming retail destinations.
