What’s with Japan's love for the Dutch cartoon Miffy?

Go anywhere in Japan and you’ll see a cuty white cartoon bunny on people’s keychains, on some apparel, in various merchandise stores, and even its own bakery making the iconic bunny-head design into a bun. "Miffy," also known as "Nijntje" in Dutch, is a popular children's character created by Dutch author and illustrator Dick Bruna. Internationally named Miffy, this small, cute white bunny with simple, distinctive features, has gained a significant amount of international popularity, especially in Japan. Curious? Follow me on Instagram and YouTube for more adventures!

One would think that Miffy is actually Japanese, had you not know its origins. This surprises many fans and passerby, especially to learn that Miffy is actually from my adoptive home country of the Netherlands. The character's origins date back to the mid-20th century, when Miffy made her first appearance in a picture book titled "Nijntje de schattige konijntjes" ("Miffy the Cute Little Rabbits"). The book was a gift for Bruna's one-year-old son, who was fascinated by a rabbit they had seen during a family vacation. What a family legacy right?

Dick Bruna's design for Miffy was characterized by its simplicity and minimalism. He used basic geometric shapes and a limited colour palette, which contributed to the character's distinctive and timeless appearance, and some books even tapped into another popular Dutch design, playing on Mondrian primary colour squares. 

Miffy quickly gained popularity in the Netherlands and then soon beyond - especially in Japan. The character's name, "Nijntje," is a diminutive form of the Dutch word "konijntje," meaning "little rabbit." Miffy's stories often revolve around simple adventures and life lessons suitable for young children. As Miffy's popularity grew, the character's books were translated into numerous languages, allowing children around the world to enjoy the stories. Miffy's universal appeal and relatable themes led to her becoming an iconic figure in children's literature.

Now you can see how Japanese cuteness culture (Kawaii) easily interplays into making Miffy as big of an international star as the bunny is today. Japan has a strong appreciation for "kawaii" culture, which places a high value on cuteness and innocence - this can be seen in anime, manga, and lots of recognisable names like Hello Kitty, Rilakkuma and other Sanrio characters. Miffy's simple and adorable design aligns well with this cultural preference, making it appealing to both children and adults.

Add to that, a lot of us worldwide appreciate and adore Japandi - the Japanese design that focuses on minimalism and simplicity. So if you look at Miffy's own design, which are characterised by its minimalist and simple approach (the eyes are literally dots and its mouth an “x”), you can see how Miffy can effortlessly fit in wherever she goes. This design philosophy resonates with Japanese aesthetic sensibilities, which often value clean lines, uncomplicated shapes, and understated beauty.

What a lot of Japanese people love about Miffy is that there’s a lack of specific facial expressions in Miffy’s design. This allows people to project their own emotions onto the character, making it relatable to a wide range of emotions and situations. Simply, this universality makes Miffy a versatile and enduring character (and probably why I am cuddling a gigantic Miffy plush while writing this story from my apartment in Tokyo right now!) 

You can simply be a fan of Miffy without having to consume any of the media that Miffy stars in. But if you want to dive further into them, Miffy's stories often convey simple yet meaningful lessons that are suitable for young children. High-quality children's content like Miffy's books and animations tends to find a dedicated audience in Japan, where education and early childhood development are highly valued. Japan has a history of embracing and adapting characters from other cultures and Miffy's international popularity and positive reputation could have contributed to its warm reception in Japan.

The timelessness of Miffy endures how this character has been around for several decades, which could lead to feelings of nostalgia among those who grew up with the bunny. Additionally, incorporating traditional values of kindness and friendship, Miffy's stories align with Japanese cultural values. Hey, I'll say - no matter what age or background you're from, I think anyone can relate to these values. It helped that Dick Bruna continued to create Miffy books and stories for several decades even past the peak point of when Miffy first came out. His work earned him international recognition and awards for his contributions to children's literature and illustration. Bruna passed away in 2017, but Miffy's legacy continues to live on through her books, adaptations, and merchandise - as seen all over on the streets of Japan.

Miffy's enduring popularity is a testament to the timeless appeal of well-crafted children's characters and stories, from the little country of the Netherlands all the way out to Japan and beyond. 

Arashiyama Miffy Sakura Kitchen

616-8384, Japan