Kewpie (mayonnaise)
Product type | Mayonnaise |
---|---|
Country | Japan |
Introduced | 1925 |
Website | www |
Kewpie (キユーピー, spelling kiyūpī, pronunciation kyūpī)—often misspelled kyūpī (キューピー) according to the pronunciation—is a Japanese brand of mayonnaise, and the name of the company that makes it. Kewpie is the best selling mayonnaise in Japan,[1] and is also sold in other countries.
History
Shokuhin Kogyo Co. Ltd. 食品工業株式会社 was founded in
Nakashima's businesses are based on "innovation, consistent improvement, and building cooperative frameworks, while fulfilling social responsibilities that ring true even in today's society", according to a Japanese academic journal.[2]
In 1998, the company was sued for US$7 million for trademark infringement by a Japanese businessman who had obtained the rights to the Kewpie doll in Japan. The company defended itself, saying that it had a trademark in Japan going back 73 years, and that the Kewpie character was in the public domain.[7] The courts sided with the mayonnaise manufacturer.[3]
In 2020, the company had sales of US$5 billion.[3] The company also manufactures cosmetics and pharmaceuticals.[8] Amane Nakashima is the current chairman of Kewpie Corp., and is also president of the affiliated Nakashimato Co., a food distribution company.[9]
Ingredients and flavor
Kewpie is made of apple cider vinegar or rice vinegar[10] and egg yolks, resulting in a "more custardy consistency" than typical American mayonnaises, many of which are made out of whole eggs[citation needed]. It also contains vegetable oil, monosodium glutamate, salt and spices.[8][11]
A food writer with the
In 2017, the Chicago Tribune conducted a blind taste test of 13 brands of mayonnaise sold in the United States. Kewpie was the "clear winner", described as "way ahead of the pack".[12] According to the newspaper "The aroma was pleasantly eggy, the texture creamy. The eggy flavor was slightly tangy, with what one taster described as a 'very pronounced' umami element."[12]
Common uses
- Tamago sando, an egg salad sandwich widely sold in convenience stores in Japan[13][14][15]
- Potato salad[4][16]
- Sushi[17]
- Karaage, lightly coated pieces of marinated meat, usually chicken[4]
- Takoyaki, battered and cooked balls of minced octopus[4]
- Okonomiyaki, a savory pancake made of a flour batter, shredded cabbage and a variety of other ingredients[19][4]
- Spicy mayonnaise, Kewpie blended with sriracha[17]
Cultural impact
Kewpie fits into yōshoku (洋食 western food) – a style of Western-influenced cooking popular in Japan. The packaging is described as kawaii or cute.[4] Kewpie is described as a "cult favorite" in Japan.[10] According to the Los Angeles Times, "It has transcended the plane of mere human consumption to become a cultural touchstone — a passion that can border on obsession."[4] There is a Japanese word マヨラー (mayora) which means a person addicted to mayonnaise.[20] The company operates a museum in Tokyo called Mayo Terrace.[18][4]
International sales
Kewpie has sold its products in China since 1993, and operates three factories in China, located in Beijing, Hangzhou and Guangzhou. These plants can produce 72,000 tons of mayonnaise each year, and Kewpie is the dominant brand in several of China's largest cities. Southeast Asia is also a significant market. The company has sold its products in the United States since the early 1990s.[21] It has a factory there that produces mayonnaise without monosodium glutamate,[10] as well as other salad dressing and flavored sauces. Overseas sales accounted for about 9% of the company's business in 2019.[21]
See also
References
- ^ "Kewpie Mayonaise – EAT-JAPAN Trade Directory". Retrieved 2024-03-26.
- ^ a b c Shimazu, Atsuko (2014). "The moral management ideals of the foundation entrepreneur : the founder of Kewpie Mayonnaise, Toichiro Nakajima is made into an example". Journal of Japan Society of Business Ethics. 21: 209–220. Retrieved June 5, 2021.
- ^ Salon. Retrieved June 4, 2021.
- ^ a b c d e f g h i j Peterson, Lucas Kwan (October 9, 2020). "Is this the world's best mayonnaise?". Los Angeles Times. Retrieved June 4, 2021.
- ISBN 9781911127628.
- ^ Hemmi, Junya; Furusawa, Ken (December 23, 2020). "Kewpie to feed growing Chinese appetite with extra mayo factory: Japanese household name seeks higher global sales like peers Ajinomoto and Kikkoman". Nikkei Asia. Retrieved June 4, 2021.
- ^ Dawson, Chester (June 17, 1998). "Japanese Co. Fights To Use Kewpie". Retrieved June 5, 2021.
- ^ Sacramento Bee. Retrieved June 5, 2021.
- SC Johnson College of Business. Cornell University. December 13, 2017. Retrieved June 5, 2021.
- ^ a b c Thompson, Kat (October 22, 2020). "Why You Should Be Obsessed With Japan's Kewpie Mayo: The cult-favorite Japanese mayo is a favorite among chefs for a reason". Thrillist. Retrieved June 9, 2021.
- ^ a b c Kramer, Jillian (January 30, 2019). "Why Are Chefs Obsessed with This One Japanese Mayo?: It has something to do with MSG". Food & Wine. Retrieved June 4, 2021.
- ^ a b Daley, Bill (May 12, 2017). "13 mayonnaise brands ranked". Chicago Tribune. Retrieved June 5, 2021.
- ^ Cook, Alison (February 10, 2021). "Alison Cook's Curbside Chronicles: The egg-salad throwdown and I". Houston Chronicle. Retrieved June 5, 2021.
- New York Times. Retrieved June 5, 2021.
- ^ Byck, Daniella (September 21, 2020). "Two Former Himitsu Chefs Are Now Selling Japanese-Style Sandos: Hello Sando is popping up at Tiger Fork with sandwiches inspired by Japan's convenience stores". Washingtonian. Retrieved June 5, 2021.
- ^ Asbrink, Hana (August 31, 2020). "Japanese Potato Salad Is the Only Side You Need for Labor Day: Great on its own, TBH". Chowhound. Retrieved June 9, 2020.
- ^ ISBN 9781683691594.
- ^ a b "Discover Art And Culture, Or Learn More About Japanese Society With This Selection Of 10 Free-To-Visit Museums Located In Tokyo". Japan Experience. Retrieved June 9, 2021.
In a country where putting mayonnaise on pizza is the norm, it was a given that there would be a museum in honor of Japan's favorite brand of mayonnaise.
- Japan Times. Retrieved June 5, 2021.
- ^ "Put it on Everything! A Peek at the Japanese Love Affair With Mayonnaise". Grape Japan. June 23, 2016. Retrieved June 11, 2021.
- ^ a b Hemmi, Junya; Furusawa, Ken (December 23, 2020). "Kewpie to feed growing Chinese appetite with extra mayo factory: Japanese household name seeks higher global sales like peers Ajinomoto and Kikkoman". Nikkei Asia. Retrieved June 4, 2021.