Kewpie is Japan's most famous mayonnaise – and for many, the world's best. The creamy white mayo in the soft squeeze bottle with the baby logo has been a Japanese kitchen classic since 1925, and has become a phenomenon far beyond Japan in recent years. But what is it that actually makes Japanese mayo so special?
What is Kewpie mayo?
Kewpie is a Japanese mayonnaise made with egg yolks instead of whole eggs, with rice vinegar instead of regular vinegar, and with a small addition of umami. The result is a mayo that is deeper yellow, silkier and noticeably richer in flavour than what we're used to – creamy and full-bodied, with a round acidity that never stings.
Regular mayo vs. Kewpie – what's the difference?
The eggs: Regular mayonnaise is made with whole eggs. Kewpie uses only the yolks – giving deeper colour, richer flavour and that characteristic silky texture.
The acid: Regular mayo typically uses white vinegar or lemon. Kewpie uses rice vinegar and apple vinegar, giving a milder, rounder acidity with a hint of sweetness.
The umami: Kewpie has a small amount of umami seasoning added. This is what makes it taste like "more" – it lifts whatever it's put on rather than just making it fattier.
The texture: Kewpie is thicker and creamier, and the soft bottle with the narrow nozzle makes it easy to draw the thin zigzag stripes you know from Japanese street food.
How to use Kewpie
In Japan, Kewpie goes on most things: as zigzag topping on okonomiyaki and takoyaki, in Japanese egg sandwiches (tamago sando), as a dip for karaage and tempura, in potato salad, on sushi and in spicy mayo – mix it with a little sriracha and you have the dip from the sushi restaurant. It also works surprisingly well wherever you'd otherwise use regular mayo: in burgers, with fries and in tuna salad.
Frequently asked questions about Kewpie
Why does Kewpie taste different from regular mayo? The combination of pure egg yolks, rice vinegar and umami gives a richer flavour and softer acidity than mayo made with whole eggs and regular vinegar.
Is Kewpie gluten-free? The mayo itself contains no gluten as an ingredient, but always check the label on your bottle.
How should Kewpie be stored? Refrigerated after opening, like any mayonnaise. The soft bottle keeps air out, so it keeps well.
What's the baby figure on the bottle? That's the Kewpie doll, an American cartoon character from the early 1900s that gave the brand its name – today one of Japan's most recognisable logos.
What is spicy mayo? Kewpie mixed with sriracha – usually two parts mayo to one part sriracha. Perfect for sushi, poke and fried dishes.
Buy Kewpie at FUDI
At FUDI, you'll find Kewpie mayo and the sesame dressing from the same brand, along with the rest of the Japanese kitchen. Making spicy mayo? Find sriracha in the sriracha range – and if you're cooking a Japanese dinner, Japanese curry and sushi rice belong in the same basket.
