Latest news with #ToichiroNakashima
New Straits Times
2 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.
New Straits Times
3 days ago
- Business
- New Straits Times
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."
