Kewpie Malaysia Celebrates 100 Years of Culinary Innovation and Connection
This year marks a century since Kewpie Mayonnaise was first introduced to the world — and Kewpie Malaysia is celebrating in a big way.
From creative culinary collaborations to educational initiatives and even a dream holiday giveaway, the 100th anniversary of Kewpie Mayonnaise is more than just a celebration — it’s a tribute to innovation, heritage, and community.
Founded in 1925 by Toichiro Nakashima in Japan, Kewpie Mayonnaise was originally crafted with a mission to improve nutrition and promote healthy eating habits. Over the decades, the brand has become a staple in households and professional kitchens worldwide, thanks to its rich, creamy texture and signature umami flavor.
In Malaysia, Kewpie has maintained a strong presence since 2009, offering halal-certified products that cater to local tastes and lifestyles.
#KewpieIt100 Contest: Celebrating with Creativity
In honor of this historic milestone, Kewpie Malaysia launched the “Kewpie 100th Years Mayonnaise Contest,” inviting Malaysians to showcase their culinary creativity using Kewpie Mayonnaise Japanese Style.
Open from 31 May to 24 August 2025, the contest encourages participants to create a unique dish, snap a photo or record a short video (30–45 seconds), and share it on Instagram, Facebook, or TikTok with the hashtag #KewpieIt100.
The grand prize?
An unforgettable trip to Japan — the birthplace of Kewpie — plus exclusive merchandise and recognition as one of Malaysia’s most imaginative food creators.
To enter, participants must tag @KewpieMalaysia and send a direct message to complete verification. This contest aligns with Kewpie’s global centennial festivities, including a food truck tour across Japan, limited-edition merchandise, and immersive experiences at Tokyo’s Mayo Terrace museum.
Culinary Collaboration with Fei Fei Crab
What’s a celebration without amazing food? To mark this centennial year, Kewpie Malaysia partnered with Fei Fei Crab, one of Malaysia’s most beloved seafood restaurants, to launch a unique culinary showcase.
The collaboration features exclusive menu items that incorporate Kewpie mayonnaise in new and exciting ways — blending the brand’s Japanese roots with bold Malaysian flavors.
This culinary crossover not only highlights Kewpie’s versatility in the kitchen but also underscores its influence on Malaysia’s evolving food scene. The dishes created in this collaboration offer diners a taste of innovation, fusion, and the timeless appeal of Kewpie Mayonnaise.
Partnering with SEGi University: Shaping the Future of Food
As part of its centennial celebration, Kewpie Malaysia has also formed an academic partnership with SEGi University. Through this initiative, students gain hands-on experience with real-world culinary projects, using Kewpie products in innovative recipes and food styling assignments.
This collaboration is more than just an education initiative — it’s a commitment to talent development and long-term community engagement.
By nurturing future chefs and food entrepreneurs, Kewpie Malaysia is investing in a new generation of creative minds who will carry forward the legacy of quality, innovation, and connection through food.
A Century of Purposeful Progress
The 100th anniversary theme, “KEWPIE 100th Years Mayonnaise Anniversary,” reflects the brand’s enduring mission: to innovate, to connect, and to inspire. From a humble goal of improving nutrition in post-war Japan to becoming a trusted global brand, Kewpie’s evolution is one of resilience, passion, and cultural significance.
Deputy Managing Director of Kewpie Malaysia, Mr. Shimpei Okada, shared,
“At Kewpie, we believe in the power of food to connect people and cultures. This event is a reflection of our past and signifies a step forward in inspiring the next generation of chefs, innovators, and food lovers in Malaysia.”
With a strong local presence and dedication to the halal-certified market, Kewpie Malaysia is well-positioned to continue its journey into the next century. Through meaningful collaborations, educational empowerment, and creative culinary campaigns, the brand continues to evolve while staying true to its roots.
Whether it’s through a family meal at home, a student chef’s classroom experiment, or an indulgent night out at Fei Fei Crab, Kewpie is there — enriching every bite with flavor and every moment with connection.
For more information on how you can be part of the celebration — or to try your luck at winning that dream trip to Japan — visit www.kewpie.com.my
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