Kewpie Malaysia Sdn. Bhd. (“Kewpie Malaysia”), a name long associated with quality Japanese mayonnaise and dressings, is proud to celebrate the 100th anniversary of Kewpie Mayonnaise a century marked by innovation, heritage, and flavourful inspiration. To commemorate this historic milestone, Kewpie is rolling out an exciting campaign in Malaysia that fuses global celebration with local culinary flair and educational engagement.
Originally launched in 1925 by founder Toichiro Nakashima, Kewpie Mayonnaise was born out of a mission to improve nutrition and promote healthier eating in Japan. Its creamy consistency and signature umami flavour have since become staples in households and restaurants across the world. With its halal-certified offerings since entering Malaysia in 2009, Kewpie continues to win over food enthusiasts and home cooks alike.
The centennial celebration held under the global theme “KEWPIE 100th Years Mayonnaise Anniversary” reflects the brand’s legacy of quality and its future-forward vision. In Malaysia, Kewpie is bringing this spirit alive through a nationwide campaign that combines culinary creativity, community collaboration, and a once-in-a-lifetime trip to Japan for one lucky winner.
Running from 31 May to 24 August 2025, the “Kewpie 100th Years Mayonnaise Contest” invites Malaysians to create original dishes using Kewpie Mayonnaise Japanese Style. Participants can upload their dish photo and a short 30–45 second video to Instagram, Facebook, or TikTok with the hashtag #KewpieIt100, tagging @KewpieMalaysia, and sending it via Direct Message (DM). The grand prize? A dream holiday to Japan the birthplace of Kewpie along with limited-edition merchandise and exciting rewards.
Kewpie Malaysia is also marking the milestone through a special culinary collaboration with Fei Fei Crab Restaurant, a favourite among seafood lovers. Guests will enjoy exclusive dishes that bring together Japanese umami and Malaysian spice, showcasing how Kewpie’s signature mayo can elevate local flavours into modern culinary art.
“We are incredibly proud to mark 100 years of Kewpie Mayonnaise in collaboration with our local partners,” said Mr. Shimpei Okada, Deputy Managing Director of Kewpie Malaysia. “This celebration not only honours our rich heritage but also celebrates the vibrant talent, creativity, and community spirit in Malaysia. We look forward to inspiring a new generation of food lovers, innovators, and culinary professionals.”
A key pillar of this centennial celebration is Kewpie’s partnership with SEGi University, where students are exposed to real-world food applications and creative recipe development using Kewpie products. This educational initiative underscores Kewpie’s mission to foster innovation and nurture young culinary talent in Malaysia.
As it celebrates its 100th anniversary, Kewpie Malaysia looks to the future with a renewed focus on innovation, inclusivity, and community connection. Whether it’s through a student campaign, an iconic dish, or a chance to explore Japan, Kewpie continues to touch lives one flavourful drop at a time.
For more information, visit www.kewpie.com.my or follow @KewpieMalaysia on Facebook, Instagram, and TikTok.