What is Kewpie Mayo? An Introduction to Its Richness

Kewpie mayonnaise is a very popular Japanese mayonnaise brand with a distinctive rich, umami flavor. It has a smooth, creamy texture and subtle tanginess that sets it apart from other mayo brands. Learning more about what is kewpie mayo and special qualities of Kewpie mayo can help you better appreciate this iconic condiment. Discover what makes it so integral to Japanese cooking and how to use it in your own kitchen. This article will tell you everything you need to know about the one and only Kewpie mayonnaise.

What is Kewpie Mayo?

Origins in Japan

Kewpie mayonnaise has its roots in pre-war Japan. It was first made in 1925 by the Kewpie Corporation, which was named after the kewpie doll fad at the time.

Kewpie mayo was inspired by Western-style mayonnaise but with an umami twist. The very first recipe used egg yolks, vinegar, and glutamate-rich vegetable extracts to create its signature savory flavor profile.

Over the decades, Kewpie mayo has become a ubiquitous condiment found in most Japanese households and restaurants. No other brand comes close to Kewpie’s dominance of the mayonnaise market in Japan today.

Rise to Fame

Several factors contributed to Kewpie mayo’s massive popularity in Japan:

• Innovative marketing – Kewpie was the first product to use fun, miniature figurines as promotional items. This made it appeal to children.
• Affordable price – Kewpie mayo was relatively cheap compared to competitor brands in the 1930s economic depression.
• Umami flavor – The savory taste was new but appealed to Japanese palates.
• Strict quality control – Kewpie maintained consistent flavor and freshness even as production scaled up.
• Cultural role – Mayonnaise became an integral ingredient in many Japanese dishes over time.

Today Kewpie mayo is used in over 50% of Japanese households and considered an essential condiment for flavoring all kinds of foods.

Importance in Japanese Food Culture

While mayonnaise is a Western invention, it has been fully embraced as a staple of Japanese cooking.

Kewpie mayo in particular plays several important roles:

• Adds flavor, moisture and richness to dishes
• Binds ingredients like seafood salads and namul
• Provides creamy texture to dips, dressings and sauces
• Accentuates umami when paired with soy sauce
• Serves as a base for spicy mayo and other flavored mayos

For many home cooks and restaurants in Japan, no other brand can substitute for Kewpie mayonnaise. It has become an indispensable part of Japanese culinary culture.

What Makes Kewpie Mayo Special?

Unique Ingredients

Several key ingredients make Kewpie mayonnaise stand out from its competitors:

• Rice vinegar – Gentler acidity than distilled vinegar
• Umami seasonings – Yeast extract, fermented vinegar, etc
• Whole egg yolks – Rich color and fatty texture
• Salt – Less added salt for smoothness
• Carefully selected oils – Blended for optimal texture

These simple but high quality ingredients are combined through meticulous processes to produce Kewpie’s signature flavor.

Distinctive Flavor

The ingredients and techniques used result in a mayonnaise with a distinctive flavor profile:

• Subtle sweetness – From rice vinegar and umami seasonings
• Savory umami taste – Enhanced by yeast extracts
• Rich egg yolk flavor – From using only egg yolks
• Smooth, delicate acidity – Rice vinegar has milder tartness

Together these create a harmonious balance of sweet, salty, umami, and sour notes.

Creamy Texture

In addition to its unique flavor, Kewpie mayo has an irresistibly:

• Creamy, glossy texture – It has a higher oil content and less water for maximum richness.
• Rich yellow color – Egg yolk only formula has deep yellow hue.
• Thick, clinging consistency – It has precise emulsion for thicker texture than American mayo.

This thicker, smoother mayonnaise texture is perfect for blending into dressings or serving dolloped on foods.

Kewpie Mayo in Japanese Cuisine

Kewpie mayonnaise features prominently in many types of Japanese cooking.

Traditional Dishes

• Potato salad – Flavored with Kewpie instead of plain mayo for extra umami.
• Okonomiyaki – Savory pancake topped with squiggles of Kewpie mayo.
• Onigiri – Rice balls often contain a filling of Kewpie seasoned tuna salad.
• Tempura – Dipped into a mix of dashi and Kewpie.
• Chawanmushi – Savory egg custard that includes Kewpie for richness.

Modern Uses

Today Kewpie mayo is used creatively across all kinds of Japanese fusion cuisine:

• Poke bowls – Mixed with soy sauce in the dressing.
• California rolls – Added to crab salad filling.
• Tuna sashimi salad – Tossed with vegetables and Kewpie dressing.
• Japanese milk bread – Spread with Kewpie mayo for flavor and moisture.
• Shrimp tempura rolls – Drizzled with spicy Kewpie mayo.

Recipes to Try at Home

You can easily incorporate Kewpie mayo into home cooking. Try making:

• Kewpie coleslaw salad
• Chicken katsu sandwiches with Kewpie
• Baked potatoes with Kewpie, butter, and onions
• Kewpie tartar sauce for fish and chips
• Kewpie ginger dressing for salads
• Spicy Kewpie dipping sauce for gyoza

With its versatile flavor, Kewpie elevates any dish it’s added to!

Finding and Choosing Kewpie Mayo

Where to Buy

Kewpie mayo can be found at:

• Asian grocery stores or international aisles at major supermarkets
• Specialty grocery stores like Whole Foods
• Online retailers like Amazon

Look for the distinct red and white Kewpie logo.

Types of Kewpie Mayo

There are a few varieties of Kewpie mayo available:

• Original – The classic recipe. Yellow and creamy.
• Deep Roasted Garlic – Blended with tender roasted garlic.
• Wasabi – Mixed with Japanese horseradish for a kick.
• Sweet Potato – Made with sweet potato for natural sweetness.
• Spicy – Includes spicy chili for a hot flavor.

Storage and Handling

To keep Kewpie mayo fresh:

• Refrigerate after opening and use within 2 months.
• Store upside down to keep air from surface.
• Ensure cap is tightly sealed.
• Avoid freezing, which can cause separation.

Proper storage keeps the smooth, creamy texture intact.

Conclusion: What is Kewpie Mayo?

Kewpie mayonnaise is an indispensable staple of Japanese cooking valued for its rich umami flavor, velvety texture, and versatility. Made with simple but high quality ingredients like rice vinegar, egg yolks, and savory seasonings, it has a subtly sweet, tangy, and umami taste. Kewpie mayo features in many iconic dishes but also shines in fusion cooking. With proper storage, you can enjoy its signature flavor and silky texture for months. Iscleecam hope this guide has illuminated why Kewpie mayonnaise is so special and inspired you to incorporate it into your own kitchen creation.