MORE THAN MAYO: KEWPIE HITS THE ROAD TO CELEBRATE ITS CENTURY-OLD ICON'S RETURN TO AMERICA

The "I Love KEWPIE" tour brings the beloved mascot back to its American roots with food, experiences, and community across Southern California

IRWINDALE, Calif., Oct. 14, 2026 /PRNewswire/ -- This fall, KEWPIE is hitting the road with the "I Love KEWPIE Tour," a seven-week celebration across Southern California of food, culture, and the simple joy of a shared meal. Best known for its ultra-creamy, umami-rich mayonnaise made from egg yolks, the century-old Japanese brand is bringing its iconic mascot and story to life for fans old and new.

Those new fans have multiplied in recent years, as KEWPIE has steadily won over American kitchens and millions now reach for the red-capped bottle. Yet few know that the story behind the iconic character on the label begins in the United States. Created in 1909 by American illustrator Rose O'Neill, the character was originally a cherub-like figure created for a comic in Ladies' Home Journal, which went on to inspire a popular line of collectible dolls. Japanese mayonnaise pioneer Toichiro Nakashima was drawn to the beloved character and adopted it as the brand's mascot, linking an American icon to Japanese food culture. A century later, KEWPIE's journey has come full circle, a reminder of the connections food can create.

Now, KEWPIE is bringing that history to life with the "I Love KEWPIE" Tour, which marks the mascot's return to the country. From its roots as a Japanese mayonnaise brand to its growing community of fans in America, the tour brings KEWPIE beyond the bottle and into the real-world moments where people come together over food.

"Every stop on this tour is a chance to meet the people who made room for us in their kitchens," says Jeremy Stoddard, Assistant General Manager, Marketing, KEWPIE. "Our mascot was born right here in America, so seeing KEWPIE become a staple means a great deal to us. Sharing that story in person, one bite at a time, feels like the most natural way to say thank you."

The tour officially kicks off October 17 at the OC Japan Fair in Costa Mesa, celebrating KEWPIE's deep connection to Japanese food culture, before making stops at Santa Monica Pier, Smorgasburg LA, select retailers, and more surprise stops throughout Southern California. At the heart of the tour is the KEWPIE red food truck, serving bites that blend Japanese comfort food staples with creative recipes from partner chefs, including YouTube star Sam Zien of "Sam the Cooking Guy," who will cook live at select destinations like Smorgasburg LA.

Participating Dates and Locations:

• OC Japan Fair: Saturday, 10/17 | 12:00 PM - 3:00 PM
• Smorgasburg LA: Sunday, 10/18 & Sunday, 10/25 | 10:00 AM - 4:00 PM
• Santa Monica Pier: Friday, 10/23 | 10:00 AM - 4:00 PM
• iHeartRadio Jingle Ball: Friday, 12/4 | 7:30PM PST

Additional stops willbe announced at a later date.

At every stop, fans can dig into free bites made with KEWPIE Mayonnaise, including Egg Salad Sandos and Smash Burger Sliders, and score exclusive tour merch before it's gone. A rotating lineup of original KEWPIE swag means no two stops are quite the same, with everything from apparel and accessories to collectible pins, magnets and stickers. And for the ultimate KEWPIE experience, fans can enter for a chance to win a grand-prize trip to Japan, complete with round-trip airfare, hotel accommodations and curated cultural experiences.

The tour will culminate on December 4 at the iHeartRadio Jingle Ball Los Angeles at Intuit Dome in Inglewood, where KEWPIE will partner on the backstage "Red Room" at the Pre-Show Village. The KEWPIE mascot will appear on the red carpet and take the stage, while KEWPIE Mayo-inspired dishes will be served to VIP guests. Plus, everyone in attendance will receive a very special gift, expressing gratitude for all who are there.

For more information on Kewpie Americas and the "I Love KEWPIE" tour, please visit iheartmayo.com or follow along on Instagram and TikTok.

About KEWPIE
KEWPIE was founded in Japan in 1919 with a simple idea: to make food that brings people joy. That vision came to life in 1925 with the launch of KEWPIE Mayonnaise, made with only egg yolks for an ultra-creamy texture and rich, umami flavor that has become a favorite of chefs and home cooks worldwide.

More than a century later, KEWPIE's lineup has expanded beyond mayo. From dressings to sauces to creative condiments, every product adds depth, character, and a touch of Japanese inspiration to everyday meals.

The brand remains guided by its founding philosophy to contribute to the food culture and health of the world through great taste, empathy, and uniqueness.

Learn more at kewpieusa.com.

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SOURCE Kewpie Americas