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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, and is also sold in other countries.




History



Shokuhin Kogyo Co. Ltd. 食品工業株式会社 was founded in Nakano, Tokyo in 1919 by Toichiro Nakashima. He had previously worked in the United States for three years as an intern for the Ministry of Agriculture and Commerce, where he first encountered mayonnaise and the Kewpie doll that became his emblem. Originally, his business distributed canned salmon. Mayonnaise production began in 1925, and it has been the best selling brand of mayonnaise in Japan ever since. The company is now called the Kewpie Corp. The company stopped production of mayonnaise during World War II because of supply shortages, and resumed production in 1948.
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.
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. The courts sided with the mayonnaise manufacturer.
In 2020, the company had sales of US$5 billion. The company also manufactures cosmetics and pharmaceuticals. Amane Nakashima is the current chairman of Kewpie Corp., and is also president of the affiliated Nakashimato Co., a food distribution company.




Ingredients and flavor


Kewpie is made of apple cider vinegar or rice vinegar and egg yolks, resulting in a "more custardy consistency" than typical American mayonnaises, many of which are made out of whole eggs. It also contains vegetable oil, monosodium glutamate, salt and spices.
A food writer with the Sacramento Bee wrote that "Kewpie's irresistible flavor is different than other mayonnaises. After sweet, sour, salty and bitter, it is imbued with umami". The umami flavor component is the result of the monosodium glutamate. Comparing Kewpie to American mayonnaise, a food writer at the Los Angeles Times described the flavor: "The initial taste is mellower, creamier, even slightly fruity. The egginess is certainly stronger because of the yolk content, but it isn't overpowering. There's no added sugar, so it doesn't have that cloying sweetness of a Miracle Whip." Its flavor is described as more "assertive" than common American brands. Mari Katsumura of the Michelin-starred restaurant Yugen in Chicago compared Kewpie to U.S. market leader Hellmann's, concluding, "The acid is a bit higher, it's a little sweeter and the umami content is a little stronger, as well".
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". 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."




Common uses


Tamago sando, an egg salad sandwich widely sold in convenience stores in Japan
Potato salad
Sushi
Karaage, lightly coated deep-fried pieces of marinated meat, usually chicken
Takoyaki, battered and cooked balls of minced octopus
Pizza topping
Okonomiyaki, a savory pancake made of a flour batter, shredded cabbage and a variety of other ingredients
Spicy mayonnaise, Kewpie blended with sriracha




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. Kewpie is described as a "cult favorite" in Japan. 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." There is a Japanese word マヨラー (mayora) which means a person addicted to mayonnaise. The company operates a museum in Tokyo called Mayo Terrace.




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. It has a factory there that produces mayonnaise without monosodium glutamate, as well as other salad dressing and flavored sauces. Overseas sales accounted for about 9% of the company's business in 2019.




See also



List of mayonnaises




References

Kata Kunci Pencarian:

• Mayones
• Kewpie (mayonnaise)
• Kewpie
• List of mayonnaises
• Mayonnaise
• Kewpie (disambiguation)
• Blue Plate Mayonnaise
• Emily Mariko
• Global cuisine
• Tomato sandwich
• Japanese cuisine

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Daftar Isi

• What Is Kewpie Mayonnaise? - Allrecipes
• Mayonnaise | Products | kewpie
• Kewpie (mayonnaise) - Wikipedia
• How To Make Kewpie Mayo From Regular Mayo – The Wisebaker
• How to make kewpie mayonnaise? - ShiftyChevre
• Kewpie Mayonnaise Recipe - Chef's Resource Recipes
• Best Kewpie Mayo Recipe - How to Make Japanese Mayonnaise - Food52
• What Is Kewpie Mayonnaise? | Bon Appétit
• Japanese Mayonnaise (Kewpie Mayo) - Just One Cookbook
• What is Kewpie Mayo? (w/ Kewpie Mayo Recipe ... - The Kitchen …

What Is Kewpie Mayonnaise? - Allrecipes

Oct 12, 2021 · Kewpie mayonnaise is a Japanese brand of mayonnaise that's extremely popular in Asia and making strides in the West. Kewpie mayonnaise is irresistibly creamy and hits the perfect taste balance between sweet and acidic.

Mayonnaise | Products | kewpie

“KEWPIE Mayonnaise” is Kewpie’s flagship product, and has been cherished by consumers across Japan since 1925. It goes well with salad, sandwiches, sushi, and much more. Be creative and enjoy fancy dish accompanied by KEWPIE Mayonnaise!

Kewpie (mayonnaise) - Wikipedia

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.

How To Make Kewpie Mayo From Regular Mayo – The Wisebaker

To make Kewpie-style mayo at home using regular mayo, you definitely need to fortify it with these ingredients, and not just in any manner, but in a delicate balance that combines pretty nicely. We’ve done the testing for you and have come up with a recipe worth trying.

How to make kewpie mayonnaise? - ShiftyChevre

How to Make Kewpie Mayonnaise: A Step-by-Step Guide. Kewpie mayonnaise is a popular condiment in Japanese cuisine, known for its rich, creamy, and tangy flavor. While it may seem intimidating to make mayonnaise from scratch, it’s actually a relatively simple process.

Kewpie Mayonnaise Recipe - Chef's Resource Recipes

Discover how to make a delicious Kewpie Mayonnaise Recipe . This easy-to-follow recipe will guide you through every step, from preparing the ingredients to serving the dish. Get the full Kewpie Mayonnaise Recipe with tips and nutrition facts here!

Best Kewpie Mayo Recipe - How to Make Japanese Mayonnaise - Food52

Oct 5, 2021 · Here’s a recipe that gets you close to Japanese Kewpie mayonnaise, using simple home-cooking ingredients. Put this in a squeeze bottle and you’re ready to go!

What Is Kewpie Mayonnaise? | Bon Appétit

Dec 3, 2021 · What is kewpie mayo? This Japanese mayonnaise is rich, tangy, and umami. Here's why we always keep it around for potato salad, lobster rolls, and more.

Japanese Mayonnaise (Kewpie Mayo) - Just One Cookbook

Nov 18, 2023 · Discover the greatness of Japanese mayonnaise (Kewpie mayo)! Learn what makes Japanese mayonnaise a popular choice among chefs and home cooks . Aside from soy sauce, mirin, and sake, Japanese mayonnaise (マヨネーズ) is a pantry condiment widely used in Japanese cuisine.

What is Kewpie Mayo? (w/ Kewpie Mayo Recipe ... - The Kitchen …

Jan 7, 2023 · Kewpie Mayonnaise, aka Kewpie Mayo, is a texture-rich, creamy, and eggy-flavored condiment from Japan. Where its American counterpart contains whole eggs, the Japanese mayo features only egg yolks giving it a more custardy outlook.