KEWPIE is launching its first major cultural tour in the U.S. this fall, centering on a historical irony: the Kewpie character that adorns the brand's bottles was created not in Japan, but in America. The character was designed by American illustrator Rose O'Neill in 1909, decades before becoming the mascot of the Japanese condiment brand. The tour, called "I Love KEWPIE," uses that backstory to introduce the brand beyond its flagship umami-rich mayonnaise to new U.S. consumers.
Tour Format and Menu A bright red food truck will travel across Southern California over seven weeks, stopping at major food and cultural events. The menu includes dishes created specifically for the tour: Egg Salad Sandos and Smash Burger Sliders that blend Japanese comfort food with modern recipes. Chef partners include Sam Zien of "Sam the Cooking Guy," who will cook live at Smorgasburg LA. The tour will also feature tastings, branded merchandise, and opportunities for consumers to meet the Kewpie mascot in person.
Why It Matters
For CPG brands with heritage products, experiential marketing that ties product history to consumer experience has become a key differentiator in competitive categories. KEWPIE's approach—leveraging its 100-year history and cross-cultural origins—offers a template for how established condiment brands can deepen engagement beyond traditional retail channels.
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Written by FBM Publications Editors
