3 days ago
- Business
- New Straits Times
A century of flavour: Kewpie's legacy lives on
SOME brands don't just season your food — they season your memories.
For many Malaysians, a squeeze of Kewpie's rich, velvety mayonnaise brings more than just flavour.
It evokes the warmth of family dinners, the thrill of a new recipe tried and tested, and the simple pleasure of comfort food done right.
This year, the iconic brand marks a remarkable milestone: the 100th anniversary of Kewpie Mayonnaise, a century-long journey that began in a modest kitchen in Japan.
Founded in 1925 by visionary Toichiro Nakashima, Kewpie Mayonnaise was born from a mission far bigger than condiments. Nakashima believed that good food could nourish both body and spirit, and he set out to create a mayonnaise that was richer, smoother and more wholesome than anything else on the market.
With its signature umami depth — a product of egg yolk-only recipes and rice vinegar — Kewpie quickly won over households and chefs, first in Japan and then around the world.
Since arriving in Malaysia in 2009, Kewpie has carved a special place for itself in local kitchens, embracing Malaysia's rich culinary diversity while maintaining the hallmark quality of its halal-certified range. Its journey here has been more than commercial — it's been personal.
"We believe food is more than sustenance. It's a way to connect people, generations and cultures," says Shimpei Okada, deputy managing director of Kewpie Malaysia, adding: "This centennial celebration isn't only a reflection of our past, but also a promise to inspire new culinary stories in Malaysia."
HERITAGE AND INNOVATION
To mark the occasion, Kewpie Malaysia launched the 'Kewpie 100th Years Mayonnaise Contest', an invitation for Malaysians to get inventive in their kitchens. The rules? Craft an original dish using Kewpie Mayonnaise Japanese Style, capture it in a photo and a short video, and share it on social media with #KewpieIt100.
The grand prize is an unforgettable trip to Japan — Kewpie's birthplace — alongside exclusive merchandise and the bragging rights of being one of its most creative fans. The contest ends on Aug 24, 2025.
But the celebration goes beyond contests and giveaways. In a testament to its fusion of Japanese roots and local love, Kewpie has partnered with popular eatery Fei Fei Crab Restaurant to craft a series of mayonnaise-infused dishes that reflect both heritage and innovation. It's a playful, flavour-packed reminder of how well-loved classics can evolve into something new.
The brand's commitment to nurturing future culinary talent is also evident in its ongoing partnership with SEGi University, where students get hands-on experience experimenting with Kewpie products and exploring creative food concepts. It's a quietly powerful initiative that ensures the next generation of food innovators continue to bring fresh ideas to our tables.
