It has a mascot based on an iconic American doll.
It can be used on almost everything. And it is one of Japan's more unusual cultural phenomena.
Keep watching to learn the untold truth of Kewpie Mayonnaise!
Kewpie debuted in 1925 as Japan's first manufactured mayonnaise. Prior to then,
the country didn't even use the saucy condiment. The company's founder, Toichiro Nakashima,
introduced mayo to Japan after visiting the US. His goals for mayo's integration
into Japanese cuisine was to provide a new, quality sauce for everyone to enjoy,
and to improve, as he put it, the physique of Japanese people.
At the time, Japanese cuisine didn't include the foods mayo typically accompanies in the US,
so Nakashima decided to focus on promoting its use with traditional Japanese favorites. Nakashima
founded the Shokuhin Kogyo Company, Ltd. in 1919, which produced various sauces and canned food
items. The company eventually expanded, and with the introduction of Kewpie mayonnaise — bottled in
glass jars featuring the notable cartoonish baby doll image — it was soon able to gain recognition.
The Kewpie — a cutesy cherub-like baby — was created in 1909 by American illustrator
Rose O'Neill, and first published as a cartoon in the Ladies' Home Journal, to,
"teach people to be merry and kind."
She used the Kewpie — a name based on Cupid — in posters for the National American Women's
Suffrage Association. The image was made into physical dolls in 1912 and
skyrocketed in popularity throughout the 1920s, eventually becoming a piece of true Americana.
"Kewpie dolls are collectable to
an older generation. Um, they're very big in Japan, just the animated look to them."
The Kewpie brand has been using the doll as its logo and mascot since it began
mayonnaise production. It's not entirely clear why Nakashima chose the Kewpie doll,
but — per the company's website — it was likely due to the simple fact that it
was popular at the time. Business was smooth for the company with the cute little mascot,
until it faced a copyright lawsuit in the late 1990s from Kazuo Kitagawa — the owner
of a doll museum and toy shop who claimed that he owned the rights to the doll.
However, the Kewpie Corporation owned a decades-long trademark, pointing out
that there are many types of Kewpie dolls. The issue was resolved and Kewpie mayo bottles are
still adorned with the adorable figure. Production boomed after World War II
Due to the scarcity of many essential ingredients, production of multiple goods — including Kewpie
mayonnaise — had to cease at the onset of World War II. Shortly after the war ended,
the business resumed production, even branching into canning vegetables by 1950.
Kewpie mayonnaise kept rising in popularity in Japan, and in 1957 the company was officially
named Kewpie KK — or QP Corporation — in honor of the sensational product.
In 1958, the company made the switch to the plastic squeeze bottle that
every Kewpie lover is familiar with today. Two different styles of caps
come with each bottle — a narrow tip is recommended for topping decorations,
and a wider star tip makes it easier to dispense more mayo in an attractive swirl.
Typically, mayonnaise is made using emulsified eggs, vinegar, oil, and sometimes other
spices — creating an extra creamy texture. Kewpie claims its mayonnaise uses the standard
ingredients, but features a few extra tweaks that make it unique. For starters, the Kewpie
recipe uses egg yolk instead of the whole egg, which produces a richer flavor and darker color.
While it contains vinegar and salt to preserve the product, Kewpie uses apple cider or rice
vinegar instead of distilled vinegar, which sets the flavor apart from standard mayo recipes.
If the rich taste is too much, a mild type of Kewpie mayo is also available.
Like American versions, the mild type is made with whole eggs, and doesn't contain
MSG — the secret ingredient responsible for Kewpie mayo's satisfying umami flavor.
Many US-based chefs praise Kewpie, whether they use it in their cooking or simply appreciate its
one-of-a-kind flavor. Some chefs even like to swap in Kewpie as a binding agent in American
classics such as hamburgers. Chef Tyler Akin from Le Cavalier in Delaware prefers Kewpie
mayonnaise for its sweeter taste and balanced acidity. The celebrity chef Andrew Zimmern
finds Kewpie mayo to be a versatile condiment that pairs perfectly with seafood pancakes
and fried pork cutlets. Los Angeles chef Niki Nakayama enjoys the mayo's texture, and notes,
"It can be used as a standalone condiment just for the flavor."
If you're on the fence, try it with fried chicken and you'll see what Nakayama means.
Finally, renowned Chicago chef Mari Katsumura prefers using Kewpie mayo, though she suggests
using it "sparingly" since the bold taste is punchier than typical American mayos.
Late in 2021, TikTok star Emily Mariko shared her recipe for a healthy and mouth-watering salmon and
rice bowl. The dish consisted of leftover salmon, avocado, sushi rice, kimchi, and
seaweed squares — drizzled with various toppings, including sriracha and soy sauce. However, it was
the Kewpie mayonnaise that took center stage. Mariko's viral video acquired over 22 million
views, and almost immediately triggered an uptick in interest for the famous Japanese sauce. Google
searches skyrocketed, and the high demand caused major shortages of Kewpie mayo in US stores.
According to the Independent, thanks to Mariko's salmon and rice bowl video,
Kewpie mayonnaise became a "foodie fascination."
The Kewpie Egg Corporation is exactly that — a corporation with the purpose
of processing eggs and distributing both fresh and ready-made egg products.
This includes eggs in liquid, solid, frozen, baked, and dried forms,
as well as egg salads, spreads, and more. The company's ethics are based on contributing to
the world's food culture and health "through great taste, empathy, and uniqueness."
In 2021, Kewpie developed Hobotama for widespread use in schools, hotels,
and restaurants. It is a plant-based egg alternative made with soy,
possessing a texture and flavor similar to scrambled eggs. Kewpie also has an egg-free
mayonnaise called Egg Care. If you're looking for ways to use the plant-based egg imposter,
Kewpie offers some ideas such as using it to top a plant-based burger,
adding it to a breakfast plate, and even incorporating it into a jumbo egg salad sandwich.
Kewpie is a great shortcut to homemade condiments because it's genuinely so versatile.
The Japanese mayo has been used on top of fried shrimp and chicken dishes,
incorporated into yakisoba noodles, and used to mix up some deviled eggs, or even used as a
replacement for butter on a toasted sandwich. Even if you're not too savvy in the kitchen,
you can easily swap any other mayonnaise with Kewpie in simple dishes, or drizzled on top of
your favorite sushi rolls for an extra punch — and sometimes a completely different taste.
Kewpie provides numerous recipes to make the most of this creamy sauce:
They say to try it on avocado toast, mix into shrimp salad,
combine with bacon bits and garlic to stuff in mushrooms, and — of course — to use it in a
classic Japanese egg sandwich. However you use your everyday mayonnaise, you can confidently
substitute it with Kewpie to level up the flavor, and make everything a little more delicious.
We know that Kewpie is the best-selling mayonnaise in Japan, and it's no longer obscure in the US,
but what about the rest of the world? According to the Kewpie product lineup,
the brand currently has subsidiaries in six other Asian countries — including China,
Malaysia, and the Philippines — one in the US, and more across Europe.
Sales for Kewpie products have also continued to fare well across its global markets. In 2020,
they totaled more than 530 billion Japanese yen,
over $4.6 billion USD. 2021 saw an increase in overall sales by more than 16 billion
yen — about $139 million USD — which included a surprising decrease in North American sales,
but a rise in overseas market sales. According to Kewpie's financial reports, the fluctuations
were caused by a general increase in the cost of raw materials such as edible oil and eggs.
You might be surprised to know that the Kewpie Corporation also makes baby food. According to
the company's website, it first started producing baby food in 1960, in order to
provide quality and premium early-childhood nutrition for various tastes. These products
feature no artificial preservatives or colors, and are available in jars,
convenience cups, and pouches. They include everything from breakfasts and snacks to desserts.
In 1958, Kewpie became the first company to manufacture dressings in Japan, which it
continues to sell across the globe. Some of the current dressing flavors on offer are Caesar,
French, Thousand Island, soy sauce, sesame, and lemon.
Other specialty food products include ready-made foods for elderly care, healthy options,
and therapeutic foods that are geared for people
of all ages who require a specific type of nutrition. Kewpie even makes pasta.
The ready-made products feature noodles to boil and sauce packets that don't even need
to be heated — just squeeze it on top. The Kewpie product page encourages consumers to
pair the pasta dishes with seafood and vegetables for a complete meal.
In the past few years, Kewpie has opened pop-up cafes across Japan, simply named the Kewpie Mayo
Café. The purpose of the cafés — other than being a fun and interactive way to easily
introduce the product via made-to-order meals — is to encourage consumers to recreate these
mayo-friendly eats at home. The cafés first popped up in the busy district of Shibuya in Tokyo,
and the city of Nagoya. Nick Rose, writing for Vice, stated,
"A restaurant pop-up is a true testament to the popularity of any product."
Kewpie mayo definitely lives up to this acclaim. Mega mayo fans get to enjoy a wide
array of salads, spreads, pasta, and dessert. A custard-mayonnaise dessert is also featured
on the menu. More specialty menu items include a tuna and mayo pizza, mayo chicken with gratin,
and shrimp pasta topped with eggs sauteed in mayo. It sounds like a Kewpie mayo lover's dream.
In 2019, Kewpie celebrated its centennial with limited-time cafes in various Japanese cities,
as per a press release. Diners were greeted with an oversized Kewpie doll
mascot for a photo op and treated to an array of inventive, mayo-based dishes.
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