Why Japan’s favorite mayonnaise is a global cult obsession

Food & Drink · Published 3 October 2026 Swipe more like this →

In short: Kewpie mayonnaise is not just a condiment; it is a cultural phenomenon. Distinguished by its rich, custardy texture and intense umami profile, this Japanese staple has transcended its humble origins to become a global obsession, earning praise from world-class chefs and spawning a dedicated subculture of devoted fans.

The origins of Kewpie trace back to 1919, when Toichiro Nakashima founded Shokuhin Kogyo Co. Ltd. in Nakano, Tokyo. Inspired by his three-year internship in the United States, where he first encountered mayonnaise and the iconic Kewpie doll emblem, Nakashima launched his signature product in 1925. Despite a production hiatus during World War II due to supply shortages, the brand resumed operations in 1948 and has remained Japan’s best-selling mayonnaise ever since.

What sets Kewpie apart from standard American varieties is its composition. While most brands rely on whole eggs, Kewpie uses only egg yolks, combined with either apple cider or rice vinegar. This formulation creates a thicker, more custardy consistency. The addition of monosodium glutamate provides a distinct umami punch, which chef Mari Katsumura notes results in a flavor profile significantly more potent than conventional alternatives. This unique taste has made it a cornerstone of yōshoku, or Western-influenced Japanese cuisine, and a key ingredient in popular dishes like tamago sando, takoyaki, and okonomiyaki.

Today, the Kewpie Corporation is a massive enterprise with 2020 sales reaching US$5 billion. Its influence extends far beyond the kitchen, with the company operating a dedicated museum in Tokyo called Mayo Terrace. The brand’s reach is increasingly international; it has been sold in the United States since the early 1990s and maintains a dominant market position in major Chinese cities. Whether it is being hailed as the world's best mayonnaise by culinary figures like David Chang or inspiring the term 'mayora' for those addicted to the sauce, Kewpie has firmly cemented its status as a global culinary touchstone.

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