Brand Name: KEWPIE (キユーピー)

Parent Company: Kewpie Corporation

Founded: November 1919

Founder: Toichiro Nakashima

Headquarters: Shibuya, Tokyo, Japan

Industry: Food Manufacturing

Known For: Mayonnaise, salad dressings, sauces, egg products, baby food (formerly), jams, pasta sauces, and processed foods

Global Presence: Operations and products distributed throughout Asia, North America, Europe, and Oceania. [1]

Foundation (1919)

Kewpie Corporation traces its origins to Shokuhin Kogyo Co., Ltd., established in 1919 by entrepreneur Toichiro Nakashima. Before founding the company, Nakashima traveled to the United Kingdom and the United States as part of a government overseas internship. During his travels, he became interested in Western foods—particularly mayonnaise and orange marmalade—which were largely unfamiliar in Japan at the time.

Inspired by mayonnaise’s nutritional value and versatility, Nakashima believed it could help improve the health of Japanese people by making nutritious food more accessible. This vision became the foundation of the Kewpie brand. [1]

Birth of KEWPIE Mayonnaise (1925)

In 1925, Kewpie launched Japan’s first commercially produced mayonnaise.

Unlike many Western recipes of the period, Kewpie’s mayonnaise used:

• Egg yolks instead of whole eggs

• A blend of vinegars

• Vegetable oil

• Salt and seasonings

This formula created a richer, creamier texture and a stronger umami flavor, helping distinguish it from other mayonnaise products worldwide. The mayonnaise quickly became one of Japan’s most popular condiments. [2]

World War II

During World War II, shortages of eggs and cooking oil made mayonnaise production increasingly difficult.

Rather than lower product quality, Kewpie suspended mayonnaise production in 1943.

Production resumed in 1948 after the war, symbolizing the company’s commitment to quality standards. [1]

Growth and Expansion

Throughout the second half of the 20th century, Kewpie expanded beyond mayonnaise.

Major milestones included:

• 1958 – Plastic squeeze bottle introduced

• 1958 – Japan’s first French dressing

• 1960 – Baby food line introduced

• 1965 – Soy sauce-based Oriental Dressing

• 1970 – Listed on the Tokyo Stock Exchange

• 1980s onward – International expansion into North America and Asia

• 2000 – Launch of Deep-Roasted Sesame Dressing, now one of the brand’s global best sellers. [1]

Today Kewpie manufactures hundreds of food products, including:

Mayonnaise

• Original Kewpie Mayonnaise

• Reduced-fat mayonnaise

• Regional formulations

Salad Dressings

• Deep-Roasted Sesame

• Italian

• Caesar

• Thousand Island

• Onion

• Soy Sauce-based Oriental Dressing

Sauces

• Pasta sauces

• Meat sauces

• Sandwich spreads

• Cooking sauces

Egg Products

• Liquid eggs

• Frozen eggs

• Processed egg ingredients

• Industrial egg products

Prepared Foods

• Potato salads

• Packaged salads

• Delicatessen foods

• Convenience foods

Other Products

• Jams

• Marmalade

• Fine chemical ingredients

• Food-service products

Historically, Kewpie also produced baby food for over six decades before announcing its withdrawal from that business due to Japan’s declining birth rate and changing market conditions. [1]

KEWPIE Mayonnaise remains the company’s signature product.

Its distinctive characteristics include:

• Egg yolks only (rather than whole eggs)

• Rich, custard-like texture

• Tangy flavor from blended vinegars

• Strong umami profile

• Creamy consistency

The iconic soft plastic squeeze bottle features:

• Red cap

• Transparent body

• Red diamond mesh pattern

The product has become a staple in Japanese cuisine and is widely used on:

• Sushi rolls

• Okonomiyaki

• Takoyaki

• Yakisoba

• Potato salad

• Egg sandwiches

• Sandwiches

• Dips

• Salads. [2]

Beginning in the 1980s, Kewpie established manufacturing and sales operations outside Japan.

The company now has production or business operations in countries including:

• Thailand

• China

• Vietnam

• Indonesia

• Malaysia

• Philippines

• Australia

• United States

Its products are sold in supermarkets, Asian grocery stores, restaurants, and food-service businesses around the world. [1]

The Kewpie brand takes its name and mascot from the Kewpie doll, a cherubic character originally created by American illustrator Rose O’Neill in the early 1900s. Kewpie Corporation licensed the character as its trademark in the 1920s, and the smiling baby has remained the company’s iconic mascot ever since. The mascot symbolizes friendliness, happiness, and wholesome nutrition. [1]

Kewpie states that its founding mission is to:

“Contribute to the health of customers.”

The company emphasizes:

• High-quality ingredients

• Food safety

• Innovation

• Nutrition

• Sustainability

• Creating enjoyable eating experiences

Its modern vision is to contribute to the world’s food culture and health through “great taste, empathy, and uniqueness.” [1]

Kewpie invests in:

• Egg resource utilization

• Reduction of food waste

• Sustainable sourcing

• Environmentally friendly manufacturing

• Health-oriented product development

• Research into nutrition and food science

The company also operates research centers and innovation facilities in Japan and overseas. [1]

Over more than a century, Kewpie has grown from a small Japanese sauce manufacturer into a global food company. Its mayonnaise has become one of the world’s most recognizable Japanese condiments and is frequently praised for its rich, umami-forward flavor. Beyond mayonnaise, the company has diversified into dressings, egg products, processed foods, and food-service solutions while maintaining its focus on quality and nutrition. [1]

1. Corporate Data | Who We Are | kewpie

2. What Is Kewpie Mayo? Discover the Ingredient That Sets It Apart