An exhibition celebrating the 70th anniversary of Miffy, the beloved character created by Dutch artist and graphic designer Dick Bruna, opened on Wednesday at the Times Art Museum in Beijing.

Titled Miffy and Friends: China Experience, the exhibition explores themes of growth, friendship, and love, offering visitors an immersive and cozy encounter with the classic picture-book world. Through carefully designed spatial storytelling, the show brings Miffy's illustrated universe to life across five immersive exhibition zones, including two sections created exclusively for Beijing audiences.

The exhibition re-creates intimate scenes from Miffy's everyday life: walls covered in warm family photographs, tables set with delicate treats, and soft sofas that evoke the quiet routines of home. These elements aim to translate the emotional language of picture books into a physical, walk-through experience.

One of the highlights is the specially designed "Miffy in Beijing" section, where Miffy takes on the role of a hutong traveler. The character appears playfully beside the stone gate piers of traditional courtyard houses, wandering through a "mini hutong" environment filled with gray-tiled roofs, red lanterns, and paper-cut decorations that capture the atmosphere of Beijing's old neighborhoods.

The exhibition also features a hands-on Miffy workshop that combines Western illustration aesthetics with traditional Chinese paper-cutting techniques. Visitors of all ages can create Miffy-themed artworks symbolizing auspicious wishes such as "endless vitality" and "good fortune".

In addition, more than 70 types of Miffy merchandise are available on-site, including insulated tumblers, tote bags and refrigerator magnets. Designed to reflect the character's signature softness and simplicity, the products allow visitors to take home a tangible reminder of the experience.

The exhibition runs until March 22.