Kewpie: How Japanese Mayonnaise Won Over Asia

TYO:2809

Japanese mayonnaise — richer, tangier, sold in a soft squeeze bottle — has become a global cult favourite. The company behind it, Kewpie, didn’t conquer overseas markets by accident. It did so through one of the most patient strategies in food: teaching new consumers how to eat.

Japan’s beloved mayo goes abroad

Kewpie has made mayonnaise since 1925, and its distinctive umami-rich recipe is a staple of Japanese kitchens. Taking it global, the company has built a real overseas business — led by China, where it has sold since 1993, operates three factories (Beijing, Hangzhou, Guangzhou) with around 72,000 tonnes of annual capacity, and records roughly US$247 million in sales. It has sold in the US since the early 1990s (with an MSG-free recipe there) and is expanding across Southeast Asia and Europe.

Education as a growth engine

Kewpie’s signature move is consumer education. In China, where eating raw vegetables was not traditional, Kewpie ran hundreds of events — around 260 in 2024 alone — teaching consumers the appeal of salads and raw veg, which in turn builds demand for its dressings and mayonnaise. It is a long game: create the eating habit first, and the product sales follow. That discipline turned a Japanese condiment into a household staple across much of Asia.

Why it matters for global partners and investors

• For producers, Kewpie shows that overseas success can require building the category — not just shipping the product.
• For investors, it offers exposure to rising Asian middle-class consumption through a trusted, high-loyalty brand.
• The growth to watch is continued expansion across Southeast Asia, North America, and Europe, where Japanese mayo is increasingly trendy.

Frequently asked questions

What is Kewpie known for?
Kewpie is the maker of Japan’s most popular mayonnaise, known for its rich, umami flavour and soft squeeze bottle. It also makes dressings and sauces, and is a leading Japanese condiment brand internationally.

How big is Kewpie overseas?
It has a substantial overseas business led by China, where it has sold since 1993, runs three factories, and records around $247 million in annual sales, plus growing presence in the US, Southeast Asia, and Europe.

How does Kewpie grow in new markets?
Through patient consumer education — for example, teaching Chinese consumers to eat raw vegetables, which builds demand for its dressings and mayonnaise over time.

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