Guanshengyuan Group, the producer of White Rabbit candy, has launched a pop-up store in collaboration with Shanghai-based drinks brand Happy Lemon that has attracted hordes of customers since its opening on May 29.

Located in the LuOne Mall in Shanghai's downtown area, the pop-up store will be selling White Rabbit candy-flavored milk tea and related merchandise till mid-August.

More than 1,000 cups were sold on the opening day, according to the company. Customers currently have to wait up to four hours before they can buy the milk tea. A total of six flavors are available for between 19 yuan ($2.75) and 25 yuan.

The milk tea series is the latest cross-brand cooperation launched by Guanshengyuan to highlight the legacy of the company's 60-year-old milk candy brand.

Last year, the company launched a White Rabbit -flavored lip balm with local cosmetic brand MAXAM. In May, the company worked with Scent Library to debut a White Rabbit perfume, shower gel and hand cream.

Earlier this year, a food company in the United States also launched a White Rabbit-flavored ice cream as a Chinese New Year special for Asian Americans. The product was a major success.

The new milk tea sold at the pop-up store, however, has not enjoyed the same level of acclaim. Some netizens have already pointed out that the milk tea tastes like those from other brands.

"It won't last long if the brand relies only on people's sense of nostalgia to support its sales rather than being innovative with taste," wrote one netizen.

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