Good morning. Just in the past few years, Kewpie mayo has gone from niche to mainstream. But how do you actually cook with it regularly? We provide some ideas below.

Btw, here’s a direct comparison of how it’s flavor stacks up against Duke’s, another fan favorite mayo in the US.

INGREDIENT DEEP DIVE 🍳

Kewpie mayo

What is it?

Kewpie mayo is a Japanese-style mayonnaise made with egg yolks (not whole eggs), rice vinegar (and/or apple vinegar), and MSG. That combo gives it a richer texture, brighter acidity, and deeper savory flavor than standard American mayo brands.

Sold in the iconic soft plastic squeeze bottle with a narrow or star shaped tip
Widely available now in major grocery stores, Asian markets, and online

What’s its flavor?

Taste: Lightly tangy & salty, noticeably umami (thanks to the added MSG)

Aroma: Eggy & mildy sharp from added vinegars

Texture: Rich & unctuous

Human: A staple condiment in Japanese home cooking, convenience foods, and now globally recognized

Why should you buy some?

Because it instantly upgrades anything you’d normally put mayo on—and a lot of things you wouldn’t.

Its glossy, thicker texture eats more like an aioli than a mayo. It’s good enough to dip fries or roasted sweet potatoes right into.
The yolk-forward base makes sauces taste rounder and more luxurious. MSG gives you umami without needing other savory boosters, cheese, or long cook times.
The packaging is delightful and satisfying to use. Its soft squeeze bottle and star-tip applicator make for easy dispensing.

In the past, you had to track these down at specialty stores or international grocers. Nowadays, you can easily find the stuff in larger supermarkets or even online.

So what can you make with it?

Japanese-style egg salad or tuna salad with kewpie and minimal aromatics (like scallions)
Spicy mayo, miso mayo, or gochujang mayo for bowls and sandwiches
Drizzled over roasted vegetables, okonomiyaki, or grilled corn
As the fat base for dressings & marinades
Used in place of egg for dredging, giving fried foods a savory boost

Check these out & more on our app.

RECIPE RECS ✅

Egg salads & more

People say Kewpie makes the best egg salad sandwiches, like the ones you’d find in a Japanese 7-Eleven convenience store. We have an egg salad framework on our website and app if you want to play with our formula.

You can swap in kewpie into any deli salads. It also makes a great dipping sauce on it’s own, like for this chicken karaage recipe.

Let’s Cook!

FOOD TRENDS 🚀

Crispy potatoes

Why is everyone continually obsessed with ultra-crispy potatoes?

From smashed potatoes to hasselbacks to “potato stacks”, crispy potatoes never seem to leave restaurant menus or our social media feeds.

Why?

Texture contrast wins: Humans seem to prefer foods with multiple textures over something one note (would you rather eat plain grits with or without crunchy toppings?) Roasted or fried potatoes deliver a crisp-to-soft transition. That tactile eating sensation signals satisfaction before you even taste the ingredient!
Potatoes are the perfect canvas for home cooks and restaurants: They are neutral, starchy, and affordable. Their mild flavor lets salt, acid, fat, and spice shine. A crispy potato becomes a vehicle for aioli, chili crisp, yogurt sauces, cheeses, or flavors from any cuisine.
Achievable at home: Just parboil with baking soda, rough up the edges, roast hard and hot. It’s a low-risk, high-reward technique for home cooks to recreate chef-level food without risking expensive ingredients.

Who needs wagyu when all you need is a Yukon Gold? And, of course, crispy potatoes are the perfect vessel for dipping straight into kewpie mayo.