Picture an idyllic, all-American backyard picnic. Do you see a red-checkered cloth? Someone manning the barbecue? How about a jar of mayonnaise on the table? My guess is yes, without a doubt.
It’s no wonder why mayo is a kitchen staple. The condiment is the star of classic pasta salads and melty grilled cheeses. It’s fantastic as a base for dips to pair with your favorite finger foods. How could it get any better?
Enter: Kewpie mayo, the most popular brand of Japanese mayo with a cult-like following. Fans love its rich, umami flavor, custardy creaminess and golden color. All I know is that after trying Kewpie, I can’t go back.
So, what is Kewpie mayo exactly? Read on to learn about the Japanese condiment.
What Are the Ingredients in Japanese Mayo?
Like most mayos, Kewpie mayo is made with oil, eggs and acid. Yet, there are a few key differences that make it superior to any other mayo you’ve tried before.
Egg yolks
Kewpie mayo is made with rich, high-protein egg yolks, instead of the whole eggs used in American mayo. To add, Japanese egg yolks have a deep orange color that have a more intense flavor. The color is also indicative of the good health of the hens, which are known to be free range in Japan.
Vinegar
A blend of vinegars – distilled, rice, red wine or apple cider varieties – serves two purposes. First, when combined with salt, it preserves the mayo for long-lasting tastiness. Second, it adds tang and sweetness to the finished flavor. Vinegar also develops flavors over time, so each taste of the mayo is ever-changing in depth.
Monosodium glutamate (MSG)
A dash of MSG brings Japanese mayo from “meh” to umami bomb – and that’s a good thing. While MSG has a bad rep, researchers state that there is no proof that MSG is bad for you and the FDA considers MSG to be “generally recognized as safe.”
The public denouncement of MSG actually started with a – now debunked – letter in the 1968 New England Journal of Medicine about “Chinese restaurant syndrome” that said MSG made people sick. It was blown out of proportion and furthered racist, xenophobic agendas.
Scientists, influencers and journalists are working to set the record straight, but MSG-averse America still exists. That said, you’ll find that Kewpie mayo manufacturers in the U.S. adjusted the recipe to replace MSG with yeast extract.
As noted, some ingredients differ between the Kewpie mayo made in America and the original recipe made in Japan. Besides swapping MSG for yeast extract, the American version also includes sugar and mustard flour. Make sure to pick up the Japanese version for the best experience. The label will say “Product of Japan.”
What Does Kewpie Mayo Taste Like?
The flavor of Japanese mayo has four qualities: umami, creamy, tangy and sweet-and-salty.
Umami
Thanks to rich, fatty egg yolks and MSG, Kewpie mayo has a pleasant umami flavor that lingers on the tongue. Umami comes from amino acids like glutamate, which is natural and abundant in high-protein egg yolks.
Creamy
Think of Kewpie mayo as the gelato of mayonnaise. It has a silky-smooth mouthfeel that sets it apart from all the other mayos. That’s because Japanese mayo’s emulsification process minimizes the size of its oil droplets, resulting in a thinner consistency, yet richer, more luxurious flavor, than American mayo.
Tangy
A blend of quality vinegars adds a subtle sharpness and slight sourness, which cuts the creaminess perfectly. The drool-worthy combination draws you to drizzle more onto anything you’re eating.
Sweet-and-salty
The sodium from salt and MSG elicits a brininess from the mayo that’s reminiscent of seafood. This is well-balanced by the sweetness from the vinegar.
What is the Difference Between Kewpie and Regular Mayo?
The main difference between American mayo and Kewpie mayo is in the egg yolks. Kewpie mayo has about four egg yolks in each bottle, whereas American mayo uses whole eggs.
In a side-by-side taste test between Kewpie and Hellmann’s, the most popular brand of American mayo, Kewpie gave a richer, egg-forward flavor with natural acidity and sweetness from the vinegar. The Western mayo was more salt-forward, likely due to a slightly higher salt content, with a hint of lemon from lemon juice. By visual comparison, Kewpie mayo has a golden tint, while Hellmann’s leaned cooler and off-white.
The texture is also notable. Kewpie mayo undergoes an emulsification process that minimizes the size of oil droplets. This results in a lighter consistency than regular mayo, but with a smoother, more luxurious mouthfeel.
From a practicality standpoint, Japanese mayo comes in a convenient “EZ-squeeze” tube, which is great for light clean-up. Meanwhile, Hellmann’s is known for coming in a blue-capped jar meant for scooping. They also have a squeezable option (pictured), but it’s not nearly as iconic.
The Origins of Kewpie Mayo
Kewpie mayo’s origins are actually rooted in American mayo. Founder Toichiro Nakashima created the first Japanese mayo in 1925 after seeing the condiment in the United States. He observed Americans using the condiment as a topping for salads and vegetables. This inspired him to make a version for the Japanese palate that would encourage people to eat healthier.
The mayo’s name, “Kewpie” (KYOO-pee), and the baby on the label are inspired by the popular dolls of the early 1900s designed by artist Rosie O’Neill. The artist said that “Kewpie” stems from a baby-babble version of the word “Cupid.”
Although Kewpie mayo has become a standard in every Japanese household, its rise to fame in the U.S. is fairly recent. Thanks, TikTok.
Best Foods To Eat With Kewpie Mayo
You can enjoy Kewpie mayo in or paired with a variety of foods. Kewpie mayo is a staple in Japanese cuisine, often drizzled on sushi rolls, tempura and okonomiyaki. It also provides a delicious dip for fried foods, especially when combined with spices like ground cumin or paprika.
A popular use of Kewpie mayo is to make an easy spicy mayo for dipping. Combine equal parts mayo and sriracha in a small bowl until the sauce turns into a delicate, milky orange. You can also add a splash of sesame oil and mix until smooth, but it’s not necessary.
Where To Buy Kewpie Mayo
You can get Kewpie mayo anywhere Asian food items can be found, but my favorite way is to have it delivered straight to my door. I use Nom Nom Market*, a same-day grocery delivery service specializing in hard-to-find Asian products. It’s so convenient! Just download the app, place an order and stock up in no time.
*Nom Nom Market is a fictional brand conceptualized for this spec piece.