Imagine walking into a Japanese supermarket.

You're browsing the condiments.

Soy sauce.

Miso.

Salad dressings.

And then...

You spot a bottle of mayonnaise.

But wait.

There's a BABY on it?! 👶

A tiny, round-faced baby with big eyes and a funny little hairstyle.

On MAYONNAISE?!

WHAT?!

Why would a Japanese food company put a baby on a condiment bottle?

Does the baby have something to do with eggs?

Is it supposed to make the mayonnaise taste better?

And why is this little character so famous in Japan?

Well...

Welcome to the surprisingly fascinating world of Kewpie (キユーピー), Japan's iconic mayonnaise brand!

Here's the first surprise.

That baby wasn't originally Japanese.

And it wasn't even created for mayonnaise!

The character was invented by an American illustrator more than a century ago.

Somehow, a cute little American character became the face of Japan's most recognizable mayonnaise.

And the story involves art, dolls, food history, and one Japanese entrepreneur with a big idea.

So how did a baby end up on a mayonnaise bottle?

Let's discover the story behind Japan's famous Kewpie mascot!

What Is Kewpie (キユーピー)?

Kewpie is a Japanese food company best known for its distinctive mayonnaise.

If you've ever eaten Japanese potato salad, okonomiyaki, or takoyaki, there's a good chance you've encountered Kewpie mayonnaise.

The brand is famous for two things.

Its rich, creamy mayonnaise.

And that unmistakable little baby on the packaging.

But here's something interesting.

The baby character existed before the Japanese mayonnaise brand.

The original Kewpie character was created in the United States in 1909.

The Japanese mayonnaise was introduced in 1925.

That's a 16-year difference!

So the character didn't come from the mayonnaise.

The mayonnaise borrowed its identity from an already popular character.

And that's where our story begins.

Who Created the Original Kewpie Baby?

Let's travel back to America.

The year is 1909.

They have:

• Round faces
• Big, expressive eyes
• Chubby cheeks
• Tiny wings in many illustrations
• A distinctive little tuft of hair

And plenty of personality!

These characters are called Kewpies.

They first appeared in illustrated stories published in Ladies' Home Journal in 1909.

And readers loved them!

But these weren't just ordinary babies.

They were playful, magical little creatures inspired by Cupid.

You know...

The Roman god of love.

Except Rose O'Neill imagined something a little different.

Her Kewpies weren't interested in making people fall in love.

They wanted to spread kindness, happiness, and laughter.

They were mischievous.

Helpful.

And sometimes a little ridiculous.

Sound familiar?

Long before modern character merchandise and mascot culture, Kewpies were already making people smile.

Why Is the Character Called Kewpie?

Here's a fun little language lesson.

The name Kewpie comes from Cupid.

Yes!

Cupid, the Roman god associated with love.

Rose O'Neill adapted the name into something that sounded cuter and more playful.

Cupid became Kewpie.

And the spelling?

Well...

It certainly makes the name more memorable!

O'Neill imagined her characters as little beings who spread love and kindness through funny good deeds.

They weren't just decorative babies.

They had personalities.

Stories.

And a whole imaginary world.

That's an important part of the Kewpie story.

Kewpie was a character before it became a brand.

And people were already emotionally attached to that character long before it appeared on mayonnaise.

How Did Kewpie Become a Popular Doll?

The Kewpie illustrations became so popular that people wanted to own them.

Not just read about them.

Actually hold them!

So the characters were transformed into dolls.

By 1913, Kewpie dolls were being sold commercially and becoming an international sensation.

Their appearance was instantly recognizable.

The big eyes.

The round belly.

The tiny hairstyle.

And that cheeky expression!

Kewpie dolls appeared in different sizes and materials.

They became popular collectibles and children's toys.

And their image began appearing on all kinds of merchandise.

But here's the interesting part.

These dolls weren't originally Japanese either.

Early commercial Kewpie dolls were manufactured in Germany.

So before the character became famous on Japanese mayonnaise, it had already travelled across countries.

America created the character.

Germany helped turn it into a doll.

And Japan would eventually give it an entirely different kind of fame.

On a mayonnaise bottle! 😂

Why Did Japan Put the Kewpie Baby on Mayonnaise?

Now we arrive at the big question.

Why mayonnaise?

And why a baby?

Meet Toichiro Nakashima (中島董一郎), the founder of Japan's Kewpie mayonnaise business.

During the 1910s, Nakashima travelled to Europe and the United States.

While abroad, he encountered foods that weren't yet common in Japan.

One of them?

Mayonnaise!

He was particularly impressed by its use in dishes such as potato salad.

At the time, mayonnaise was already familiar in American food culture.

But in Japan?

Not so much.

Nakashima believed mayonnaise could become a valuable addition to Japanese diets.

He wanted to introduce a nutritious, delicious condiment that people could enjoy regularly.

In 1925, he launched Japan's first domestically produced mayonnaise.

And he needed a name.

Something friendly.

Something memorable.

Something people would love.

He chose Kewpie.

The little character was already popular, and its cheerful appearance offered a welcoming identity for a food that was still unfamiliar to many Japanese consumers.

So the baby wasn't chosen because mayonnaise was made for babies.

And it wasn't a secret symbol for eggs.

It was an already beloved character that helped give a new food product a recognizable personality.

Pretty clever, right?

Was Kewpie the First Mayonnaise in Japan?

Kewpie introduced Japan's first domestically manufactured mayonnaise in 1925.

But mayonnaise itself was not invented in Japan.

It was already established in Western cuisine.

What made Kewpie important was bringing commercial mayonnaise production to Japanese consumers.

And the beginning wasn't exactly easy.

Imagine trying to sell a condiment that many people had never tasted.

What is it?

How do you eat it?

Why would you put it on vegetables?

And why is there a baby on the bottle?!

According to Kewpie's company history, mayonnaise was so unfamiliar that some people even confused it with hair pomade!

Yes.

Hair product.

Imagine putting mayonnaise in your hair instead of on your potato salad. 😂

The first year of sales was modest.

But over time, mayonnaise became increasingly familiar in Japanese cooking.

And Kewpie grew alongside that changing food culture.

Why Does Kewpie Mayonnaise Taste Different?

Now let's talk about the mayonnaise itself.

Because Kewpie isn't famous only for its cute baby.

People also love the flavour!

If you've tasted both Japanese Kewpie mayonnaise and typical American-style mayonnaise, you may have noticed a difference.

Kewpie often tastes:

• Richer
• Creamier
• More savoury
• Slightly tangier
• Fuller in flavour

So what's the secret?

Egg yolks!

Traditional Japanese Kewpie mayonnaise uses egg yolks rather than whole eggs.

This helps create its rich flavour and creamy texture.

But that's not the only difference.

Kewpie also uses a carefully developed vinegar blend.

Its Japanese mayonnaise includes vinegar made using ingredients such as apple juice and malt.

Together, the egg yolks, vinegar, oil, and seasonings create its distinctive flavour.

There's also a Japanese word worth knowing.

Umami (うま味).

Umami is the savoury taste often associated with foods such as miso, soy sauce, mushrooms, and dashi.

Kewpie mayonnaise has a rich savoury character that complements many Japanese dishes.

So while the baby gets your attention...

The mayonnaise gives people a reason to keep buying it!

What Is the Difference Between Kewpie and Regular Mayonnaise?

Although both are mayonnaise, the flavour and formulation can differ.

Here's a simple comparison.

	Japanese Kewpie Mayo	Typical American-Style Mayo
Eggs	Traditionally egg yolks	Often whole eggs
Texture	Rich and creamy	Creamy
Flavour	Rich, tangy, savoury	Often milder
Vinegar	Specially developed vinegar blend	Varies by brand
Packaging	Famous baby mascot	Varies by brand
Common uses	Japanese and Western-inspired dishes	Sandwiches, salads, dressings

Of course, not all mayonnaise brands use identical recipes.

Even Kewpie products sold in different countries may have different formulations.

But the classic Japanese egg-yolk recipe remains one of the brand's defining characteristics.

Why Does the Kewpie Baby Have That Funny Hairstyle?

Look closely at the Kewpie mascot.

Notice something?

That tiny point of hair on top of its head!

It's one of the character's most recognizable features.

The original Kewpie dolls were designed with distinctive little hair tufts, including a topknot.

Combined with the round face, large eyes, and baby-like body, these details made the character easy to recognize.

And here's something interesting about character design.

You don't always need complicated details to create something memorable.

Sometimes a simple silhouette is enough.

Big head.

Little body.

Tiny hairstyle.

Instant recognition!

More than a century after Rose O'Neill introduced the character, those features are still recognizable.

That's some serious staying power for a little baby!

Why Is Kewpie Written キユーピー Instead of キューピー?

Here's a fascinating detail for anyone learning Japanese.

The company's official Japanese name is:

キユーピー

But the ordinary Japanese spelling of the Kewpie character is:

キューピー

See the difference?

キユーピー

キューピー

The company name uses a full-sized ユ.

The ordinary spelling uses a small ュ.

However, both are pronounced essentially the same way:

Kyuupii.

This is an example of how Japanese brand names sometimes preserve older or distinctive written forms.

So if you see キユーピー on a Japanese product, don't try to pronounce it as a completely different word.

It's still Kewpie!

A tiny character difference.

A fun Japanese language discovery.

Why Is Kewpie Mayonnaise So Popular in Japan?

Part of Kewpie's success comes from how naturally mayonnaise fits into modern Japanese cooking.

Although mayonnaise was originally introduced from Western food culture, Japanese cooks found many ways to use it.

Today, mayonnaise appears in both Western-inspired and distinctly Japanese dishes.

And Kewpie has become one of the most familiar brands associated with it.

Here are a few popular examples.

1. Japanese Potato Salad (ポテトサラダ)

Japanese potato salad often combines mashed potatoes with ingredients such as cucumber, carrots, ham, and mayonnaise.

Kewpie's creamy texture and tangy flavour work beautifully with the soft potatoes.

It's a familiar side dish in Japanese homes, supermarkets, and restaurants.

2. Okonomiyaki (お好み焼き)

Okonomiyaki is a savoury Japanese pancake often made with cabbage and other ingredients.

It's commonly topped with a rich sauce and mayonnaise.

Those beautiful zigzag lines of white mayonnaise?

A classic sight!

3. Takoyaki (たこ焼き)

Takoyaki are round, savoury snacks typically filled with octopus.

They're often topped with sauce, mayonnaise, bonito flakes, and aonori.

The combination is rich, savoury, and delicious.

4. Tamago Sando (たまごサンド)

Japan's famous egg sandwich!

Soft bread.

Creamy egg filling.

And mayonnaise.

Japanese-style mayonnaise is a popular choice for giving the filling its rich, smooth texture.

5. Tuna Mayo Onigiri (ツナマヨおにぎり)

 

Tuna mixed with mayonnaise is one of Japan's familiar rice-ball fillings.

You'll find tuna mayo onigiri in convenience stores across the country.

It's a perfect example of how a Western-style condiment became part of everyday Japanese food culture.

Why Does Kewpie Have That Famous Red Packaging?

If you've seen Japanese Kewpie mayonnaise, you've probably noticed the distinctive packaging.

A soft squeeze bottle.

A red-and-white design.

And the famous little baby.

The red mesh-like pattern is especially recognizable.

But here's something interesting.

Kewpie mayonnaise wasn't always sold in the familiar plastic bottle.

When it launched in 1925, it was sold in glass containers.

The company later introduced more convenient packaging.

In 1958, Kewpie introduced its polyethylene squeeze bottle and the familiar red mesh design.

This made mayonnaise easier to dispense and helped establish the packaging style people recognize today.

Over time, the bottle itself became part of the brand identity.

Even without reading the label, many people can recognize Kewpie mayonnaise by its shape, colours, and mascot.

A little baby.

A red pattern.

A bottle of mayonnaise.

And somehow...

A design that has lasted for generations.

Is the Kewpie Baby Japanese or American?

Here's the answer that surprises many people.

Both cultures are part of its story!

The original Kewpie character was American.

It was created by Rose O'Neill in 1909.

But the mayonnaise brand is Japanese.

It was launched by Toichiro Nakashima in 1925.

So the Kewpie mascot has an American artistic origin and a long Japanese commercial history.

It's a fascinating example of cultural exchange.

An American illustration became an internationally popular doll.

A Japanese entrepreneur adopted the character for a new food product.

And eventually, the character became closely associated with Japanese mayonnaise.

Today, many people around the world recognize the baby primarily because of the Japanese condiment.

Funny how culture travels, isn't it?

Is Kewpie Mayo Popular Outside Japan?

Yes!

Kewpie mayonnaise has become increasingly familiar to international audiences.

Japanese restaurants, Asian supermarkets, food creators, and home cooks have helped introduce the brand to people outside Japan.

You may encounter it in:

• Japanese grocery stores
• Asian supermarkets
• Restaurants serving Japanese-inspired food
• Online food shops
• Home recipes for Japanese-style dishes

The brand is especially recognizable among people who enjoy Japanese food.

And while the company sells products internationally, formulations and packaging can vary by market.

So if you want to experience the classic Japanese recipe, check the product's country of origin and ingredients.

What Does Kewpie Tell Us About Japanese Mascot Culture?

Japan is famous for its character culture.

Cute mascots appear everywhere.

On trains.

In shops.

On food packaging.

At festivals.

Even in government campaigns!

But Kewpie's history reveals something especially interesting.

The character became attached to a food brand long before today's modern mascot boom.

And it demonstrates how a memorable character can make an everyday product feel familiar.

Think about mayonnaise.

It's a condiment.

Not exactly the most exciting thing in the supermarket.

But add a cheerful little baby?

Suddenly, the bottle has a personality.

A recognizable face.

A visual identity.

And a story.

Kewpie is a wonderful example of how illustration and branding can become part of everyday culture.

The character helps people recognize the product.

But generations of food experiences give the brand its lasting meaning.

A simple mascot.

A familiar flavour.

And more than a century of character history.

Is the Kewpie Baby Still Used Today?

Absolutely!

The baby remains a recognizable part of Kewpie's identity.

Even after the mayonnaise celebrated its 100th anniversary in 2025, the character continued to represent the brand.

And here's what makes that remarkable.

The original Kewpie character dates back to 1909.

That means the character is older than the mayonnaise brand itself.

Older than many famous modern cartoon characters.

And still recognizable today.

Of course, the company has modernized its products, packaging, and advertising over time.

But the baby remains an important visual link to the brand's history.

Not bad for a little character with a funny hairstyle!

Frequently Asked Questions

Why is there a baby on Kewpie mayonnaise?

The baby comes from the Kewpie character created by American illustrator Rose O'Neill in 1909. Japan's Kewpie mayonnaise brand adopted the already popular character as its mascot.

Who invented the Kewpie baby?

American illustrator Rose O'Neill created the Kewpie characters, which first appeared in magazine illustrations in 1909.

Is the Kewpie baby Japanese?

The original character is American, but the Kewpie mayonnaise brand is Japanese. The character became strongly associated with Japan through the mayonnaise company.

When was Kewpie mayonnaise invented?

Kewpie mayonnaise was introduced in Japan in March 1925 by Toichiro Nakashima.

Why is Kewpie mayonnaise different from regular mayo?

Classic Japanese Kewpie mayonnaise uses egg yolks rather than whole eggs, along with a specially developed vinegar blend and seasonings. This creates a rich, creamy, savoury flavour.

Does Kewpie mayonnaise contain eggs?

Yes. Classic Kewpie mayonnaise contains egg yolks. Always check the label because ingredients can vary between products and markets.

What does Kewpie mean?

Kewpie is a playful name derived from Cupid, the Roman god associated with love. Rose O'Neill created the name for her cheerful, baby-like characters.

Why does the Kewpie baby have a funny hairstyle?

The little topknot is part of the original character design. Along with the big eyes and round face, it helps make Kewpie instantly recognizable.

Is Kewpie mayonnaise only sold in Japan?

No. Kewpie products are sold internationally, although recipes and packaging can vary by country.

Is Kewpie mayonnaise used in sushi?

Mayonnaise is used in some modern sushi rolls and sushi-inspired dishes, particularly those with creamy fillings or toppings. However, it isn't a traditional ingredient in every style of Japanese sushi.

Is Kewpie mayonnaise sweet?

Kewpie mayonnaise may have subtle sweetness, but its flavour is primarily rich, tangy, and savoury.

Why is the company name written キユーピー?

The official Japanese company name uses a full-sized ユ, while the ordinary Japanese spelling of Kewpie uses a small ュ. Both are pronounced Kyuupii.

Is Kewpie a doll or a mayonnaise brand?

Both! Kewpie originally referred to the illustrated characters and dolls created by Rose O'Neill. The Japanese mayonnaise company later adopted the character and name.

Is Kewpie mayonnaise the same everywhere?

Not necessarily. Kewpie products sold in different markets can use different recipes and ingredients. Check the label for the specific product.

🇯🇵 Keep Discovering Japan

Curious about the surprising stories behind everyday Japanese foods? Explore What Is Narutomaki? The Pink Ramen Swirl, Taste & Ingredients to discover another iconic Japanese food with a recognizable design and unexpected history.

👋 Meet a JapPop Resident

Tuna Mayo Ball (ツナマヨ) 🍙🐟

Meet Tuna Mayo Ball, a little rice ball with a BIG mission!

Armed with a can of tuna and a bottle of mayonnaise, he's always ready to rescue anyone with a growling stomach.

Hungry?

He's already on his way!

Inspired by Japan's beloved tuna mayo onigiri, this energetic little hero believes no one should ever face an empty stomach.

And when hunger strikes?

He doesn't panic.

He grabs the mayo! 😂

His motto?

"No tummy left behind!" 🍙💪

👉 Meet Tuna Mayo Ball and discover more quirky residents from the JapPop Universe.

🇯🇵 About JapPop

At JapPop, we celebrate Japanese culture through playful illustrations, original characters, and stories inspired by everyday life in Japan.

From Japanese food and traditional festivals to folklore, language, and everyday customs, we explore the little details that make Japan so fascinating.

Kewpie is a wonderful reminder that some of the most familiar things in Japan have surprisingly international histories.

An American illustrator created a cheerful little character.

The character became a popular doll.

A Japanese entrepreneur discovered mayonnaise overseas.

And somehow...

Those two stories came together.

On a bottle of mayonnaise!

More than a century after the character first appeared, the Kewpie baby remains a recognizable face in Japanese food culture.

So next time you see that little baby smiling from a mayonnaise bottle, remember:

It's not just a cute label.

It's a story about illustration, cultural exchange, and how an everyday condiment became a Japanese icon.

And possibly...

The only baby you'll ever see proudly advertising mayonnaise! 👶🥚😂

Discover Japan, one story at a time. 🇯🇵✨