News Summary
Kewpie Corporation has launched a month-long outdoor advertisement in Times Square to commemorate the 100th anniversary of its KEWPIE Mayonnaise. The campaign aims to encourage consumers to adopt ‘KEWPIE IT’ as a verb, enhancing their dining experiences. This global branding effort coincides with a digital marketing push, engaging customers through social media. Established in Tokyo in 1919, Kewpie’s commitment to global presence and culinary excellence continues to resonate with consumers worldwide as they celebrate a century of innovation.
New York City – Kewpie Corporation has unveiled a month-long outdoor advertisement in Times Square, celebrating the 100th anniversary of its KEWPIE Mayonnaise. The prominent display will be visible from September 8 to October 5, 2025, as part of a unified global branding campaign launched across 14 countries and regions in April 2025.
The advertising tagline for this campaign, “KEWPIE IT,” is intended to encourage consumers to adopt KEWPIE as a verb, enhancing their dining experiences with the acclaimed mayonnaise. This initiative is part of Kewpie’s broader strategy to boost global demand and enhance brand value while connecting with customers through innovative marketing efforts.
Besides the eye-catching outdoor display in Times Square, the campaign emphasizes digital marketing on various social media platforms. It has already commenced in Singapore and will continue to major cities across the 14 involved countries. Kewpie is also engaging fans through a new global Instagram account, using the hashtag “#kewpieit” to share experiences and recipes.
Previously, Kewpie expanded its advertising footprint with similar campaigns at five key train stations in London during July 2025. These efforts signify the company’s commitment to establishing a stronger presence in international markets and enhancing interactions with consumers.
Founded in 1919 in Tokyo, Japan, Kewpie Corporation has played a significant role in shaping global food culture. The company’s products are recognized for their quality, great taste, and unique flavor profiles. Kewpie Mayonnaise, introduced in 1925, has garnered a loyal following, first ignited when the company’s founder, Toichiro Nakashima, encountered mayonnaise during his travels in the United States in the 1910s.
The United States holds historical significance for Kewpie, marking the location of its first overseas business, Q&B FOODS, INC., established in 1982. Additionally, Kewpie’s Tennessee plant, which is its second U.S. production facility, commenced operations in May 2025, further solidifying the company’s manufacturing capabilities in the region.
Kewpie’s commitment to health and culinary excellence is evident in its operational scope, which includes multiple production facilities and sales offices in major international markets. Through strategic marketing campaigns like the one in Times Square, Kewpie aims to capture a broader audience while fostering appreciation for its signature mayonnaise.
The campaign, which emphasizes both traditional and digital advertising approaches, reflects Kewpie’s dedication to innovation while celebrating a century of culinary contributions. As the global food culture continues to evolve, Kewpie seeks to remain at the forefront, creating delicious dining experiences enhanced by its signature mayonnaise.
For fans and consumers seeking more information about Kewpie’s offerings and initiatives, the company operates an official website and multimedia resources related to its products and advertising campaigns.
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Additional Resources
- Voice of Alexandria
- Wikipedia: Kewpie
- BDT Online
- Google Search: Kewpie advertising
- Ad Age
- Encyclopedia Britannica: Mayonnaise
- New York Times
- Google News: Kewpie Corporation
- Smithsonian Magazine
Author: STAFF HERE NEW YORK WRITER
NEW YORK STAFF WRITER The NEW YORK STAFF WRITER represents the experienced team at HERENewYork.com, your go-to source for actionable local news and information in New York, the five boroughs, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as New York Fashion Week, Macy's Thanksgiving Day Parade, and Tribeca Film Festival. Our coverage extends to key organizations like the Greater New York Chamber of Commerce and United Way of New York, plus leading businesses in finance and media that power the local economy such as JPMorgan Chase, Goldman Sachs, and Bloomberg. As part of the broader HERE network, including HEREBuffalo.com, we provide comprehensive, credible insights into New York's dynamic landscape.
