The Untold Truth Of Kewpie Mayonnaise

When it comes to mayonnaise, you might love it or hate it, but it is still the most popular condiment in the United States, according to a report by Quartz. Maybe your choice mayo is Hellmann's, a deli classic, or the Southern staple Duke's which can be injected into chocolate cake recipes. Most likely you have one brand that you tend to stick with, but when was the last time you ventured away from your usual and explored distant mayo horizons?

The Japanese sensation of Kewpie mayonnaise is unlike any other mayo, and it's time you gave it a try. According to Japan Times, Kewpie is the country's most popular brand and can be found in nearly every household. The flavor is distinct from American mayo, partly due to variations in the base ingredients. As far as its nutrition goes, Bite My Bun tallies the totals and notes that the two come in pretty close, with Kewpie being just a teeny bit lighter in calories and fat. Because of its unique flavor, Kewpie is more versatile and can be used in a variety of dishes that may otherwise not pair well with American or even European brands. 

Step outside of your mayo comfort zone, and get ready to discover the ins and outs of the Kewpie brand from Japan. This is the untold truth of Kewpie mayonnaise.

The Kewpie doll, a cutesy cherub-like baby, was created in 1909 by American illustrator Rose O'Neill and first published in the Ladies' Home Journal. According to Timeline, O'Neill originally drew the Kewpie doll "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 eventually made into physical dolls in 1912 and skyrocketed in popularity throughout the 1920s, becoming a piece of true Americana.

The Kewpie brand has been using the doll as its logo mascot since it began mayonnaise production in 1925. It's not entirely clear why Nakashima chose the Kewpie doll, but per the company's website, it was likely due to the fact that it was popular at the time. Business was smooth for the company with the cute little mascot, but it ran into some controversy in the late 1990s. 

According to AP News, Kewpie faced a copyright lawsuit from Kazuo Kitagawa, the owner of a doll museum and toy shop who claimed that he had the rights to the doll. However, the QP (Kewpie) Corporation owned a decades-long trademark and pointed out that there are many types of Kewpie dolls. The issue was resolved and Kewpie mayo bottles are still adorned with the adorable figure.

Typically, mayonnaise is made using emulsified eggs, vinegar, oil, and sometimes other spices. This binding process incorporates the ingredients and creates an extra creamy texture. According to Kewpie, 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. Additionally, it contains vinegar and salt to preserve the product, vegetable oil, and spices (via "Book of Kewpie Mayonnaise"). Sounds like standard mayo so far, right? Not so fast. 

As for the vinegar, Pogogi reports that Kewpie uses apple cider or rice vinegar, which sets the flavor apart from standard mayo recipes that use distilled vinegar.

If the rich taste is too much, Pogogi reports that a Mild Type of Kewpie mayo is also available. That version is made with whole eggs like American versions (via Pogogi). According to MSG Dish, Kewpie developed a product that didn't contain MSG, the secret ingredient responsible for the mayo's satisfying umami flavor, to satisfy the American market. However, the result was not as flavorful as the original, and Bon Appétit recommends sourcing Kewpie mayo directly from Japan for the real deal. 

According to Kewpie, the company began tours of its factory in 1961. At the time, local schools wanted students to experience a variety of field trip locations, and Kewpie was open to providing educational visits that allowed students to see behind the curtain. The tours are called "Open Kitchen" because Kewpie considers the factories to be an extension of consumers' own kitchens. The company estimates that 100,000 people come to one of the four facilities around Japan each year.

If you're planning a visit, Japan's Travel Manual recommends visiting the factory in Kobe City, which is located by the beautiful Osaka Bay. Tours are free by reservation on weekdays and typically last about 90 minutes. The facility features sections dedicated to Kewpie Corporation's history and its selection of food products. There is even a taste-test kitchen where visitors can sample Kewpie's mayonnaise, dressings, and other products — and that's probably worth the trip in itself. And of course, the tour wouldn't be complete without a souvenir shop, where you can pick up any manner of Kewpie-themed clothes and trinkets.

Late in 2021, TikTok creator 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 other toppings including sriracha and soy sauce. However, it was the Kewpie mayonnaise that took center stage. According to HITC, Mariko's video went viral and almost immediately triggered an uptick in Internet searches for the famous Japanese sauce. Eater reported that Google searches skyrocketed and the high demand caused U.S. stores to experience major shortages in their Kewpie mayo inventories.

Mariko is based in the U.S. and has a hefty following of nearly 10 million on her TikTok profile, where she mostly shares food videos. Thanks to her salmon and rice bowl video which acquired over 22 million views, the Independent writes that Kewpie mayonnaise became a "foodie fascination."

Kewpie Egg Corporation is exactly that — a corporation with the purpose of processing eggs and distributing both fresh and ready-made egg products. The company's ethics are based on contributing to the world's food culture and health "through great taste, empathy, and uniqueness." According to Reuters, the products include eggs in liquid, solid, frozen, baked, and dried forms, as well as egg salads, spreads, and more.

In 2021, Kewpie developed Hobotama, a plant-based egg alternative made with soy that has a texture and flavor similar to scrambled eggs. Food Diversity reports that the product was created for widespread use in schools, hotels, and restaurants. The outlet adds that Kewpie also has an egg-free mayonnaise called Egg Care (though we're partial to Kewpie mayo, of course). 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.

We know that Kewpie is the best-selling mayonnaise in Japan and it's definitely no longer under the radar in the U.S., 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 U.S., and others across Europe. In 2016, the corporation bought Mosso Kwasniewscy, a Polish food company and one of the top mayonnaise brands in the country (via Gama Consumer).

Sales for Kewpie products have continued to fare well across its global markets. In 2020, Statista reported a slight decrease in total sales, but they still 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, or about $139 million USD, which included a surprising decrease in North American sales, but a rise in overseas market sales. The fluctuations were caused by a general increase in the cost of raw materials such as edible oil and eggs, according to Kewpie's financial reports.