A Century-Old Challenge: Introducing an Unknown Condiment

In 2025, Japanese mayonnaise celebrates a remarkable milestone: 100 years since its first production and sale. What is now a staple on dining tables across Japan was first manufactured and sold in March 1925.

At that time, the word "mayonnaise" was virtually unknown in Japan. The small bottles of mayonnaise sold initially were so unfamiliar that they were sometimes mistaken for hair pomade. First-year sales totaled just 120 boxes (600kg). Though hard to believe today, this humble beginning marked the dawn of Japan's mayonnaise culture.

The Founder's Vision: Health and Nutrition for the Japanese People

The creator of Japan's first mayonnaise was Toichiro Nakashima, who would later found Kewpie Corporation. In 1915, while studying canned food production in America, Nakashima encountered mayonnaise.

Observing Americans eating salads daily, he was impressed by the taste and high nutritional value of the mayonnaise used on potato salad. With a strong desire to contribute to improving the physique and health of Japanese people, he decided to develop a nutritionally rich mayonnaise using approximately twice the amount of egg yolk compared to Western versions.

Uniquely Japanese Evolution: The Egg Yolk Choice

After returning to Japan, Nakashima finally began manufacturing Japan's first mayonnaise in March 1925. He named it "Kewpie Mayonnaise" after the popular American Kewpie doll character, hoping it would be "loved by everyone."

The defining characteristic of Kewpie Mayonnaise is its use of only egg yolks, creating an "egg yolk type" product. Compared to the whole-egg type common in Western countries, it achieved a rich, deep flavor and creamy texture. This choice would eventually establish Japanese mayonnaise's unique position in the global market.

The Road to Acceptance: Advertising and Tasting Events

However, initial acceptance was slow. Japan had no culture of eating raw vegetables at the time, and mayonnaise was expensive. A 128-gram bottle cost 50 sen—equivalent to about 1,700 yen in today's currency—making it a luxury item.

Nakashima invested nearly all sales revenue into advertising and promotion to spread awareness of mayonnaise. He commissioned famous artists to paint images of dining tables featuring mayonnaise and conducted tasting events pairing it with canned goods. Initially, it was proposed not for raw vegetables but as a sauce for meat and fish.

These efforts gradually bore fruit, and by 1941, annual shipments had grown to approximately 500 tons. However, World War II made raw materials difficult to obtain, forcing a temporary halt to production. Nakashima's conviction that "without good ingredients, good mayonnaise cannot be made" remained steadfast.

Post-War Growth: Container Innovation and Cultural Change

Production resumed in 1948, and 1958 marked a major turning point with the release of mayonnaise in a squeeze bottle with a red cap. The convenience of one-handed use was well-received, leading to rapid popularization.

Around this time, the culture of eating raw vegetables began spreading in Japan, dramatically increasing mayonnaise consumption. In the 1960s, other manufacturers entered the market, and mayonnaise became established as an essential condiment on Japanese tables.

The star-shaped nozzle appeared in 1972. Appreciated for its ability to beautifully decorate salads, it became an iconic design element that continues today.

A History of Quality Improvement: The Battle Against Oxygen

The greatest challenge in mayonnaise production has been preventing oxidation of the oil, which comprises 70% of the ingredients. Kewpie continuously worked to reduce oxygen in the manufacturing process. In the 1970s, the shelf life was three months in summer; today it has been extended to 13 months.

This technological innovation not only reduced food waste but also enabled expanded exports via sea freight. The scientific approach to continuous quality improvement opened doors to the global market.

Global Expansion: A Beloved Condiment in 79 Countries

Overseas expansion began with entry into the U.S. market in 1982. Subsequently expanding to Thailand in 1987 and China in 1993, Kewpie Mayonnaise is now sold in 79 countries and regions.

In recent years, overseas popularity has grown rapidly. Overseas sales for the period from December 2023 to November 2024 reached a record high of 48 billion yen, approaching domestic sales of 59.1 billion yen. Considering it was only about 40% of domestic sales just nine years ago, this represents phenomenal growth.

Explosive Popularity in America: TikTok and Mayo Terrace

In the United States particularly, Japanese mayonnaise has become so popular on social media platforms like TikTok that supply cannot keep up with demand. In 2010, it ranked number one in popularity on major U.S. online shopping sites, and it has maintained high ratings ever since.

The "Mayo Terrace" facility in Chofu, Tokyo, has seen a surge in foreign visitors. An Australian visitor explained they came "because I love this mayonnaise," while a Hawaiian tourist expressed delight, saying "The taste is completely different. I bought four or five bottles."

To meet growing demand, Kewpie is establishing a second production facility in Tennessee. Together with the California factory, this two-facility system will accelerate business development in North America, the world's largest salad condiment market.

Adapting to Local Tastes

In its global expansion, Kewpie has focused on developing products tailored to each country's food culture.

In China, where fruit salads are popular, they sell "Sweet Mayonnaise" with added sugar. In Thailand, responding to preferences for spicy flavors and Japanese food, they offer "Sriracha Mayonnaise" and "Wasabi Mayonnaise." In Malaysia, "Chili Mayo," combining mayonnaise with the national condiment chili sauce, has gained popularity.

Meanwhile, Kewpie Mayonnaise with the red lattice pattern manufactured at overseas facilities maintains the same egg yolk type as in Japan. By preserving the essential value of rich flavor and umami while flexibly meeting local needs, Kewpie has achieved global success.

Tailwinds for Japanese Condiment Exports

The Japanese government has been promoting food exports, and condiment export value reached a record high of 130.2 billion yen in 2024. Mayonnaise, with its distinctly Japanese flavor that gains overseas appreciation, stands at the center of this trend.

The sentiment that "you should buy mayonnaise when you visit Japan" has spread internationally. What we take for granted as everyday household flavor is being discovered as "new deliciousness" around the world.

Toward the Next Century: Aiming to Be Global Kewpie

Celebrating its 100th anniversary, Kewpie has adopted the slogan "still in progress. Kewpie Mayonnaise 100 years. And time doesn't stop."

"For the next 100 years, we will cherish the founder's vision and continue new challenges to ensure mayonnaise remains an indispensable presence at dining tables. We aim to become a condiment beloved not only in Japan but worldwide, contributing to global food and health," Kewpie states.

From a small bottle mistaken for hair pomade, Japanese mayonnaise has grown over 100 years into a condiment loved in 79 countries. The commitment to health, dedication to quality, and flexible adaptability have supported this success.

As Japanese food culture spreads globally, mayonnaise stands as its symbolic representative, continuing to bring smiles to dining tables around the world.