MORE THAN MAYO: KEWPIE HITS THE ROAD TO CELEBRATE ITS CENTURY-OLD ICON'S RETURN TO AMERICA

This fall, the beloved Kewpie brand embarks on a unique journey to reconnect with its American heritage through the "I Love Kewpie" tour, spanning seven weeks across Southern California. The campaign revives the story behind the iconic cherub mascot, which surprisingly originated in the United States over a century ago.

Although today Kewpie is synonymous with creamy, umami-rich Japanese mayonnaise, its mascot’s origins trace back to 1909 when American illustrator Rose O’Neill created the cherub figure for a comic in Ladies’ Home Journal. This cherubic character later inspired collectible dolls and left an enduring cultural imprint. The mascot’s adoption by Japanese entrepreneur Toichiro Nakashima linked this American icon with Japan’s burgeoning mayonnaise market, leading to Kewpie’s distinctive branding.

Over the years, Kewpie mayonnaise has garnered a devoted following in America, becoming a staple in many kitchens. Yet, the brand’s connection to its American roots has been less widely recognized until now. The "I Love Kewpie" tour serves as both a celebration of that cross-cultural history and a thank you to the American consumers who have embraced Kewpie products.

The tour launches on October 17 at the OC Japan Fair in Costa Mesa, an event that underscores Kewpie’s deep ties to Japanese culinary culture. From there, the tour will make appearances at prominent Southern California venues such as Santa Monica Pier and Smorgasburg LA, alongside a series of unannounced stops designed to engage diverse communities and food enthusiasts.

Central to the tour is the vibrant Kewpie red food truck, which offers attendees an array of dishes blending traditional Japanese comfort foods with innovative recipes crafted in collaboration with notable chefs. Among these collaborators is Sam Zien, also known as "Sam the Cooking Guy" on YouTube, who will provide live cooking demonstrations at select locations, enhancing the interactive experience.

Visitors to the tour can enjoy complimentary samples featuring Kewpie mayonnaise, including items like Egg Salad Sandos and Smash Burger Sliders. Additionally, exclusive merchandise such as apparel, pins, magnets, and stickers will be available, with inventory rotating to ensure each stop offers unique collectibles.

Adding to the excitement, the tour includes a grand prize drawing for a curated trip to Japan, which covers airfare, accommodations, and culturally immersive experiences, offering a tangible link back to the brand’s Japanese heritage.

The culmination of the tour is scheduled for December 4 at the iHeartRadio Jingle Ball in Inglewood’s Intuit Dome. Kewpie will host a backstage "Red Room" experience during the pre-show, complete with mascot appearances, themed cuisine, and exclusive gifts for attendees, highlighting the brand’s commitment to celebrating music, food, and community.

Kewpie’s century-long journey began in Japan in 1919 with a mission to create food that imparts happiness. The launch of its mayonnaise in 1925, a product distinct for using solely egg yolks, set the stage for its global appeal. Since then, Kewpie has expanded its portfolio to include various dressings, sauces, and condiments that infuse everyday meals with Japanese flair.

This tour not only commemorates Kewpie’s lasting influence on American and Japanese food cultures but also reinforces the power of culinary connections. By bringing its mascot and flavors directly to fans, Kewpie continues to build bridges through shared meals and stories. For more details on the "I Love Kewpie" tour and related events, interested individuals are encouraged to visit the official website or follow Kewpie’s social media channels.

According to prnewswire.com, this initiative reflects Kewpie's intention to honor its roots while nurturing its expanding American fan base, reminding us how food can forge enduring cultural ties.