In March 2025, KEWPIE Mayonnaise celebrated its 100th anniversary. Enjoy a new culinary experience through KEWPIE IT.
Videos
This video showcases how drizzling KEWPIE Mayonnaise (KEWPIE IT.) transforms the world into a vibrant, colorful one, creating an exciting new dining experience—all set to rhythmic music.
KEWPIE Mayonnaise has been Kewpie’s flagship product since its launch in 1925 and holds the top share* of the Japanese market.
It goes well with salad, sandwiches, sushi, and much more.
Be creative and enjoy fancy dish accompanied by KEWPIE Mayonnaise!
*As of October 2024
Source: INTAGE SCI Mayonnaise Market Share (Value) November 2023 - October 2024
History
Birth of KEWPIE Mayonnaise
The early KEWPIE Mayonnaise bottle on sale
Kewpie founder Toichiro Nakashima launched "KEWPIE Mayonnaise" in 1925, introducing Japan's first high-nutrient mayonnaise made with egg yolks. Nakashima had always aspired to "contribute to improving the physique and health of Japanese people" by popularizing in Japan the nutritious and delicious mayonnaise he first tasted in the United States during his studies there in the 1910s.
What Makes KEWPIE Mayonnaise Unique
The Secret to Its Deliciousness
1. The rich flavor and umami unique to egg-yolk-based mayonnaise.
KEWPIE Mayonnaise is carefully crafted using only egg yolks, not whole eggs. This generous use of egg yolks creates a rich flavor and deep umami taste. Additionally, it has been scientifically proven that KEWPIE Mayonnaise becomes even more delicious by the time it reaches your table, compared to right after production.
2. The hidden enemy of Mayonnaise: Oxygen
Oxygen can oxidize the vegetable oil in mayonnaise, which degrades its flavor. To protect the mayonnaise from oxygen, we have incorporated various innovations into the bottle and other elements.
3. Experience ultra creaminess through the power of emulsification
Normally, oil and water do not mix, but the emulsifying power of egg yolk enables them to combine. This emulsification is what gives mayonnaise its unique texture. At Kewpie, we focus on the fineness of the particles in our mayonnaise. By refining the oil particles to between 2/1000 and 4/1000 millimeters, KEWPIE Mayonnaise achieves a smooth and creamy texture. Compared to homemade mayonnaise, KEWPIE Mayonnaise has finer oil particles, resulting in an even milder flavor.
Our Dedication to Ingredients
Egg, Oil and Vinegar
The main ingredients in KEWPIE Mayonnaise are egg yolks, vegetable oil, and vinegar. We honor the vision of Kewpie’s founder, Toichiro Nakashima, who believed that “Good products can only come from good ingredients.”
KEWPIE Mayonnaise is made with egg yolks, and freshness is the most critical quality for eggs. As soon as eggs arrive at the factory, we undergo a freshness check to ensure they meet our standards, as eggs are perishable and require hygienic management.
For vegetable oil, we work closely with suppliers to ensure that every aspect of the refining process meets our rigorous standards, which are essential for creating safe and delicious products.
In the past, vinegar in Japan was mainly rice-based with a Japanese flavor profile, making it difficult to find one that suited mayonnaise. In response, we founded Kewpie Jyozo Co., Ltd. in 1962 and, after extensive trial and error, developed a uniquely flavorful “mayonnaise-specific vinegar” from apple juice and malt using Kewpie’s original techniques.
Pure and Simple: No Preservatives
The vinegar and salt in mayonnaise have a preservative effect that inhibits bacterial growth. This effect is so strong that data shows pathogenic bacteria quickly decrease even when added to mayonnaise. Thanks to this quality, mayonnaise does not require preservatives.
Kewpie's Egg Sustainability
Each year, 28000 tons of egg shells are produced in the production of mayonnaise and other products. Kewpie started recycling in the 1950s and is currently working to recycle 100% of eggshells.
Calcium-rich eggshells are used in calcium-fortified foods, soil conditioners, and fertilizers. The thin 0.07 mm eggshell membrane inside the eggshell is used as a raw material for cosmetics. Also, egg white is used for sweets, kamaboko and ham.
