Kewpie (mayonnaise) facts for kids
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| Introduced | 1925 |
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Kewpie (キユーピー, Kyūpī) is a famous Japanese brand of mayonnaise. It is made by the Kewpie Corporation, a company in Japan. Kewpie mayonnaise is the most popular mayonnaise in Japan. You can also find it in many other countries around the world.
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The Story of Kewpie Mayonnaise
The company that makes Kewpie mayonnaise was started in 1919. Its first name was Shokuhin Kogyo Co. Ltd. The founder was a man named Toichiro Nakashima. He had spent three years in the United States. There, he first saw mayonnaise and the cute Kewpie doll. This doll later became the symbol for his company.
At first, his business sold canned salmon. But in 1925, they started making mayonnaise. Since then, Kewpie has been the top-selling mayonnaise brand in Japan. The company is now known as the Kewpie Corporation. During World War II, they stopped making mayonnaise because it was hard to get ingredients. They started making it again in 1948.
In 1998, there was a legal case about using the Kewpie doll name. Another person claimed they owned the rights to the doll in Japan. However, the Kewpie Corporation won the case. They showed that they had been using the Kewpie name for 73 years. The court agreed that the Kewpie character could be used by the mayonnaise maker.
In 2020, the company made about US$5 billion in sales. Besides mayonnaise, Kewpie also makes other products. These include cosmetics and medicines. Today, Amane Nakashima is the chairman of Kewpie Corp.
What Makes Kewpie Special
Kewpie mayonnaise has a unique taste and texture. It is made with apple cider vinegar or rice vinegar. It also uses only egg yolks, not whole eggs. This gives it a "custardy" or creamy texture. Many American mayonnaises use whole eggs, which makes them different.
Kewpie also contains vegetable oil, salt, and spices. A special ingredient called monosodium glutamate (MSG) is also added. This gives Kewpie its rich, savory, and "umami" flavor. Umami is often called the fifth basic taste, like sweet, sour, salty, and bitter.
How People Use Kewpie
Kewpie mayonnaise is used in many popular Japanese dishes. Here are some common ways people enjoy it:
- Tamago sando: This is a type of egg salad sandwich. You can find it in many convenience stores in Japan.
- Potato salad: Kewpie is often used to make creamy potato salad.
- Sushi: It is sometimes used as a topping or in rolls.
- Karaage: These are pieces of marinated meat, usually chicken, that are lightly fried.
- Takoyaki: These are round balls made of batter and minced octopus.
- Pizza topping: Some people like to put Kewpie on their pizza.
- Okonomiyaki: This is a savory pancake made with flour, shredded cabbage, and other ingredients.
- Spicy mayonnaise: Kewpie is often mixed with sriracha sauce to make a spicy dip.
Kewpie's Place in Culture
Kewpie mayonnaise is a big part of Japanese food culture. It fits well into yōshoku, which means Western-style food that has become popular in Japan. People often describe Kewpie's packaging as kawaii, meaning cute.
Kewpie is seen as a "cult favorite" in Japan. This means many people love it very much. The Los Angeles Times newspaper once said that Kewpie has become a "cultural touchstone." This means it's a very important part of Japanese culture. There is even a Japanese word, マヨラー (mayora), for someone who is really addicted to mayonnaise! The company also has a museum in Tokyo called Mayo Terrace.
Kewpie Around the World
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Kewpie started selling its products in China in 1993. It now has three factories there. These factories are located in Beijing, Hangzhou, and Guangzhou. Together, they can produce 72,000 tons of mayonnaise each year. Kewpie is a very popular brand in many big cities in China.
Southeast Asia is also a large market for Kewpie. The company has been selling its products in the United States since the early 1990s. There is even a factory in the US that makes Kewpie mayonnaise without MSG. This factory also produces other salad dressings and sauces. In 2019, sales outside of Japan made up about 9% of the company's total business.
See also
