Japan's Kewpie celebrates 100 years with slew of initiatives in Malaysia
KUALA LUMPUR: Kewpie Malaysia Sdn Bhd marks the 100th anniversary of Kewpie mayonnaise with a series of nationwide initiatives.
This includes a consumer contest, culinary collaborations and educational partnerships aimed at celebrating the brand's legacy and fostering local talent.
Founded in Japan in 1925 by Toichiro Nakashima, Kewpie mayonnaise has become known for its signature creamy texture and umami flavour.
In Malaysia, where Kewpie has operated since 2009, the brand has established a strong presence with halal-certified products tailored to local tastes.
It launched the "Kewpie 100th Years Mayonnaise Contest," encouraging Malaysians to create original dishes using Kewpie Mayonnaise Japanese style.
The contest is part of Kewpie's global campaign which includes a food truck tour across Japan, exclusive merchandise and interactive experiences at the Mayo Terrace museum in Tokyo.
In Malaysia, Kewpie is partnering with Fei Fei Crab Restaurant to offer a special menu of dishes incorporating Kewpie mayonnaise, blending Japanese and Malaysian culinary influences.
Kewpie is also extending its efforts to the education sector through its collaboration with SEGi University.
The partnership provides students with real-world experience in the food industry, promoting innovation and skill development using Kewpie products.
"We are honoured to celebrate 100 years of Kewpie Mayonnaise with our partners and community in Malaysia," said Shimpei Okada, deputy managing director of Kewpie Malaysia.
"This milestone not only reflects our heritage but also reaffirms our commitment to inspiring the next generation of food innovators."
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