Kewpie Returns to Its American Roots With a Seven-Week Mascot Tour

The campaign kicks off October 17 at the OC Japan Fair in Costa Mesa, transforming the brand’s presence from a pantry item into an interactive experience. A custom red food truck will serve collaborative dishes, such as Egg Salad Sandos and Smash Burger Sliders, developed alongside chefs including YouTube personality Sam Zien. These pop-up events are intended to engage the brand’s rapidly growing American fan base, offering attendees not only samples but also the chance to win a trip to Japan.

Jeremy Stoddard, Assistant General Manager of Marketing at Kewpie, describes the tour as a personal expression of gratitude to the consumers who have integrated the umami-rich mayonnaise into their daily routines. Following the initial launch, the tour will visit the Santa Monica Pier and Smorgasburg LA, concluding on December 4 at the iHeartRadio Jingle Ball in Inglewood. At this final stop, the mascot will take center stage at the event’s “Red Room,” marking the culmination of a journey that spans over a century of cultural exchange.