Kewpie Mayonnaise

THIS AUTHOR DOES NOT PERMIT “RE-BLOGGING” WITHOUT PRIOR WRITTEN CONSENT.
                                                                                                           

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Needing no introduction, I present the queen of Japanese mayonnaise: Kewpie!
And yes,
– – – – – – – – – Kewpie is unique.

“The legend goes that while Rose (O’Neill) was taking an afternoon nap, she dreamed that tiny cupids visited her, and were, in fact, bouncing around all over her blankets. She awoke and dashed to her drawing board and the illustrations that resulted were the very first Kewpies. Early Kewpies In 1909, the first Kewpie illustrations appeared in Ladies’ Home Journal Magazine – a favorite of Edwardian-age women. The fat, roly-poly babies were meant to depict the alter-ego of the Roman myth of cupid. According to O’Neill, cupid is guilty of getting people into trouble. Kewpie, by contrast, exists to help people get out of trouble! ~~ from Doll Kind

Click on the pictures below to enlarge.

	Mayo on okonomiyaki, takoyaki and yakisoba	In the U.S. there is Hellman’s Blue Ribbon on the east coast, and Best Foods mayonnaise on the west coast. Both companies have been owned by Unilever since 1932. (Dukes is a brand available only in parts of the Southern US has a loyal following) There is another major competitor: Miracle Whip made by Kraft Foods since 1933. It is not technically mayonnaise (the oil content is too low for the U.S. Food and Drug Administration rules). Each brand has legions of loyal devotees, blogged about, polled and debated by their respective fans. In Japan, QP Corp’s Kewpie mayonnaise, a household name since 1925, holds 70% of the market. Ajinomoto has been selling mayonnaise in Japan for more than 30 years and holds a 20% share. Kao Corp has most of the remaining market. “Kewpie’s origins trace back to the years following World War I, with the founding of Nakishamato Corporation by Toichiro Nakashima (alternately spelled as Nakajima) in 1918. Nakashima had served as an intern for Japan’s Department of Agriculture and Commerce, and had been sent to study food production techniques in the United States and Europe. Returning to Japan, Nakashima decided to apply the canning, production, and marketing techniques he had learned to the Japanese market. In 1919, Nakashima founded a food production company, Shokuhin Kogyo Co. …In the early 1920s, however, Nakashima traveled to the United States, bringing back a jar of mayonnaise. Until then, mayonnaise had been unknown in Japan. Nakashima recognized, however, that he could adapt the spread for the Japanese market–notably by increasing the proportion of egg yolk in the recipe. The company began marketing its mayonnaise in 1925, adopting the name “Kewpie” after the popular doll created by artist and illustrator Rosie O’Neill. Kewpie began experimenting with packaging in the 1950s, releasing its first squeezable mayonnaise container in 1958. 1982: The company forms the U.S. subsidiary Q&B and begins selling Kewpie mayonnaise in the United States. ~~ from history of The Kewpie Group
	with cooked vegetables, or mixed with soy sauce or wasabi for dips
	condiment on hiyashi chuka or on fried eggs
	served with fried seafood dishes for dipping or with fried potatoes
	mayonnaise as a pizza toping
	mayo on bread (sandwiches) on pasta or rice or in onigiri
	Kewpie with katsu (Tonkatsu: fried pork or chicken cutlet) or karaage (fried chicken)
	mayonnaise on sushi (maki rolls) or sashimi or on natto
	mayo on cheeseburgers dip dried shredded squid in Kewpie Mayo margaritas

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