100 Years of Kewpie: A Century of Taste, Innovation, and Quality
As Kewpie celebrates its 100th anniversary this year, the brand continues to expand its legacy of quality, taste, and innovation in the food and beverage industry. Since its entry into the Malaysian market in 2009, Kewpie has steadily grown its presence, becoming a household name renowned for its Halal-certified mayonnaise, dressings, sauce and bread spread. With dressings leading the market and mayonnaise close behind, Kewpie’s footprint in Malaysia continues to grow year by year.
Ahead of FDM2025, we sat down with Mr Atsushi Miyata, Managing Director of Kewpie Malaysia, to learn more about the brand’s journey, upcoming plans, and what visitors can look forward to at Food and Drinks Malaysia by SIAL 2025 (FDM2025).
At FDM2025, Kewpie will be showcasing its signature products, including its iconic mayonnaise, flavoured mayonnaise, and an array of versatile dressings. Designed with fast-paced lifestyles in mind, these offerings are tailored for quick, easy, and versatility culinary applications, perfect for both home cooks and professionals in the F&B sector.
Understanding the evolving preferences of today’s consumers, Kewpie remains committed to innovation. “We fine-tune the taste of our products to market needs, even after launch. And also, we sell low-calorie products to help the customer eat healthy. Kewpie continues to make efforts to meet various needs,” said Mr Miyata. Kewpie’s dedication to sustainability is also evident, with initiatives such as solar power generation and the use of recycled PET materials reflecting their commitment to environmentally responsible practices.
Kewpie’s growth extends beyond Malaysia, with operations in six Southeast Asian countries. Despite the regional diversity, the brand's mission remains consistent, which is to contribute to healthy eating habits using best practices from each market.
What truly sets Kewpie apart is its focus on premium ingredients and distinct flavours. Mr Miyata shared “Kewpie products stand out for the unique taste and high-quality ingredients. For example, our mayonnaise is made using only egg yolks, giving it a rich umami flavor and creamy texture that people love it.”
In celebration of its centennial, Kewpie has exciting plans for Food and Drinks Malaysia by SIAL 2025 (FDM2025), including the sponsorship of the 4th Global Culinary Challenge Malaysia (GCCM), where talented chefs will showcase their creativity using Kewpie mayonnaise. The
brand is eager to engage with industry professionals, demonstrate product applications, and forge new partnerships at the exhibition.
Visitors to FDM2025 are warmly invited to visit the Kewpie booth at MITEC to experience live cooking demonstrations, explore their product range, and join in the celebration of Kewpie 100th Year Mayonnaise Anniversary!