Miffy Pops Up at Westfield London This Summer

A Miffy food pop-up is launching this summer at Westfield White City when Dick Bruna’s character takes over Ichiba, Europe’s largest food hall on July 11 until Sept. 30. 

This summer’s takeover of Ichiba aims to delight Miffy’s audience – from families with young children to adult design fans, Westfield shoppers, London tourists and Instragrammers looking for the latest foodie vibe. 

Located in Westfield’s new extension on the lower ground floor, Ichiba will deck out its dining and retail space with Miffy’s familiar form, including window vinyls, brightly colored point-of-sale and backdrops plus a giant Miffy lamp. 

For the in-store dining experience, Ichiba’s chefs will serve up Miffy-shaped buns filled with red bean paste, carrot-shaped buns filled with matcha custard, matcha buttercream Miffy cookies and a range of Miffy-inspired lattes. 

An exclusive Japan Centre x Miffy tote bag will be available in-store at Ichiba and online at Japancentre.com, plus other Miffy merchandise including on-the-go coffee mugs, plush, books, interior gifts and cooking utensils (e.g. bunny-shaped baking pans and cookie cutters) so visitors can recreate the Ichiba x Miffy cookies at home.  

“Despite her Dutch roots, there is nevertheless a great synergy between Miffy and Japanese culture,” says Marja Kerkhof, managing director, Mercis bv. “This promotion with Ichiba will give the brand fantastic exposure in the U.K. within a luxury retail environment. It is also perfect timing ahead of the Year of the Rabbit in 2023.” 

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