Kewpie is sending its red food truck across Southern California to remind Americans that its mascot was born here.
The seven-week "I Love KEWPIE" Tour marks the return of the century-old Japanese mayonnaise brand’s mascot to the United States.
American illustrator Rose O’Neill created the cherub-like character in 1909 for a comic in Ladies’ Home Journal, and it later inspired a popular line of collectible dolls.
Later on, Japanese mayonnaise pioneer Toichiro Nakashima adopted the figure as the brand’s mascot.
Millions of American shoppers now reach for the red-capped bottle, and Kewpie wants to meet them in person.
"Every stop on this tour is a chance to meet the people who made room for us in their kitchens," said Jeremy Stoddard, assistant general manager of marketing at Kewpie.
He added that seeing Kewpie become a staple is "a great deal" to the company, having it born in America.
Where the Red Truck is Headed
The tour kicks off October 17 at the OC Japan Fair in Costa Mesa, then rolls to Smorgasburg LA on October 18 and 25, Santa Monica Pier on October 23, select retailers, and a set of surprise stops.
The red food truck grounds every appearance, serving Japanese comfort food staples.
Recipes were concocted by partner chefs, including YouTube star Sam Zien of "Sam the Cooking Guy," who will cook live at select stops such as Smorgasburg LA.
Fans can try free Egg Salad Sandos and Smash Burger Sliders made with Kewpie Mayonnaise, alongside a rotating lineup of tour merch.
This ranges from apparel and accessories to collectible pins, magnets, and stickers, with no two stops carrying the same items.
Entrants can also win a grand-prize trip to Japan with round-trip airfare, hotel accommodations, and curated experiences.
The tour wraps up December 4 at the iHeartRadio Jingle Ball Los Angeles at Intuit Dome in Inglewood.
Kewpie is partnering on the backstage "Red Room" in the Pre-Show Village, where VIP guests will be served mayo-inspired dishes.
Notably, the mascot will make a special guest appearance on the red carpet and the stage, and every attendee will receive a gift.
Kewpie’s Overseas Sales Are Climbing
A seven-week mobile tasting only makes sense if the brand already sees room to grow in the market.
Kewpie’s own numbers say it does.
The company reported 8% overseas net sales growth in fiscal 2025 on a local-currency basis, with an 11% forecast for fiscal 2026, according to its supplementary financial data.
Its investor briefing also names the Americas as a focus for faster overseas growth.
A study by event agency Set Creative, reported by BizBash, found that 73% of consumers in the U.S. and U.K. are more likely to buy a product after taking part in a brand experience.
Those results explain why experiential marketing can do work that shelf placement can't.
Three principles help a food brand get more from a tour like this:
- Samples and stories are a cheat code to brand awareness: Kewpie serves sandwiches while telling the Rose O’Neill origin, so fans leave with a fact to share along with the food.
- Rotate the merch: Pins, magnets, and apparel that change by stop give repeat visitors a reason to seek out the truck.
- Place the prize draw at high-traffic stops: Putting the Japan trip entry at food markets and busy landmarks puts the form in front of people who are already there to eat.
Sampling only pays off when the product is easy to find afterward.
Kewpie’s retailer stops give new fans that next step.
Our Take: Will a Free Bite Win Over Home Kitchens?
We think the experience gets the brand halfway, and the menu has to do the rest.
A free bite at a pier can make for a memorable snack, but a kitchen only makes room for something the home cook can use on a Tuesday night.
Egg salad sandos and smash burger sliders are that kind of food, simple enough that anyone watching Sam Zien work a griddle at Smorgasburg LA can copy them at home.
The crucial part about this campaign comes after the tour stop, when a fan remembers the creamy, umami-rich sauce and starts thinking about what else it goes well with.
After all, it's the easy recipes that move a red-capped bottle from a food truck window to the spot beside the ketchup.
Global activations only work when people can touch them.
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