Chinamaxxing: is the trend really about China or Gen Z fleeing Western fatigue?

The iconic wrapper of White Rabbit, a six-decade-old Chinese milk confectionery, has recently gone viral in the West. Shared this month in a post on X, formerly Twitter, the retro packaging was hailed as an “absolute masterstroke of graphic design”. Its distinctive waxy paper – featuring a white rabbit against a red circle, with blue-and-white rabbit motifs lining both edges – has since racked up more than 6 million views and 260,000 likes. In the comments section, online users from around…