Issue #26

Words by Cory Ohlendorf | Photography courtesy of Kewpie

As the saying goes, everything is better in Japan. And that includes something as seemingly trivial as mayonnaise. By now, you’ve likely heard about Kewpie—the first ever mayo sold in Japan, it remains the undisputed champion of mayonnaise. Its status is almost mythical, so it seems fitting to celebrate that iconic squeeze bottle since it’s turning 100 years old this month.

In 1925, based on his desire to “help improve the physiques and health of Japanese people by making delicious, nutritious mayonnaise so widely available that it becomes a daily necessity,” he founded a company to produce highly nutritious egg-yolk type mayonnaise and named it Kewpie, after the little cherub doll that he encountered on his travels in America. The cuteness of the Kewpie doll and Japan’s societal shift towards Western trends combined to make the mayo an instantly recognizable and beloved product.

A Richer, Creamier Texture

The use of egg yolks instead of whole eggs gives Kewpie mayonnaise a thicker and silkier consistency. This results in a smoother mouthfeel that blends seamlessly with other ingredients, making it perfect for spreading, dipping and mixing into sauces.

Umami Boost from MSG

Kewpie’s original recipe includes monosodium glutamate (MSG)—the natural flavor enhancer intensifies its savory depth. This umami punch makes it incredibly addictive and more versatile in cooking. Just know that the Kewpie now sold in the U.S. swaps it out for “yeast extracts”, which are a source of naturally occurring glutamates—a cousin of MSG.

Superior Vinegar 

Unlike American mayonnaise, which often relies on sharp white vinegar, Kewpie uses a blend of apple and malt vinegar. These milder, slightly sweet vinegars create a more balanced and nuanced flavor, making Kewpie taste less harsh and more refined.

No Added Sugar

While many American mayonnaises, such as Hellmann’s or Miracle Whip, contain added sugar, Kewpie is naturally sweetened by its vinegar blend and egg yolks. The vinegar and salt in mayonnaise have a preservative effect that inhibits bacterial growth, so there are no preservatives either.

You’re likely familiar with fashion curator, menswear expert and all-around street style god, Motofumi “Poggy” Kogi. His relaxed take on personal style has inspired countless guys to mix and match streetwear, workwear and formal attire. Mixing the traditional with the unexpected is his sophisticated style calling card. And now he’s got a new book that challenges rigid menswear dress codes, offering a perspective that celebrates both individuality and the fusion of formal and casual wear.

At the heart of Poggy Style is the Japanese concept of hare and ke. While hare refers to special, celebratory occasions, ke embodies the everyday routine. Poggy argues that an exclusive focus on ke can stifle the spirit—humans need moments of hare, reflected in how they dress. His approach to fashion is all about self-expression, and how inexpensive or lovingly worn items can be extremely versatile or can express one’s individuality: a new wabi-sabi sensibility.

Nokorimononihafukugāru (残り物には福がある) is a phrase the Japanese use to explain that there’s unexpected good fortune and value in those things left behind by others. It’s similar to the English phrase “last, but not least”, however this idea is more about how there’s treasure in what remains. It makes you feel grateful to grab the last apple left at the fruit stand. The saying teaches us how something good can be found in what is not taken into consideration by others.