KEWPIE Launches "I Love KEWPIE" Tour in Southern California

IRWINDALE, Calif., Oct. 14, 2026 /CourierPR/ -- KEWPIE, the century-old Japanese mayonnaise brand, is celebrating its return to American roots with a seven-week tour across Southern California. The "I Love KEWPIE" tour, which officially kicks off on October 17 at the OC Japan Fair in Costa Mesa, aims to bring the beloved mascot and the brand's rich history to life for fans old and new.

The tour, which runs through November 21, includes stops at various locations in Southern California, including Santa Monica Pier, Smorgasburg LA, and the iHeartRadio Jingle Ball. The tour's centerpiece is the KEWPIE red food truck, which will serve bites that blend Japanese comfort food staples with creative recipes from partner chefs, including YouTube star Sam Zien of "Sam the Cooking Guy."

KEWPIE's journey to the United States began in 1909 when American illustrator Rose O'Neill created the character that would become the brand's mascot. The character, originally a cherub-like figure for a comic in Ladies' Home Journal, inspired a popular line of collectible dolls. Japanese mayonnaise pioneer Toichiro Nakashima was drawn to the beloved character and adopted it as the brand's mascot, linking an American icon to Japanese food culture.

The tour will kick off at the OC Japan Fair on Saturday, October 17, from 12:00 PM to 3:00 PM. From there, it will make stops at Smorgasburg LA on Sunday, October 18, and Sunday, October 25, from 10:00 AM to 4:00 PM. Additional stops will be announced at a later date.

At every stop, fans can dig into free bites made with KEWPIE Mayonnaise, including Egg Salad Sandos and Smash Burger Sliders. They can also score exclusive tour merch before it's gone. A rotating lineup of original KEWPIE swag means no two stops are quite the same, with everything from apparel and accessories to collectible pins, magnets, and stickers.

The tour will culminate on December 4 at the iHeartRadio Jingle Ball Los Angeles at Intuit Dome in Inglewood, where KEWPIE will partner on the backstage "Red Room" at the Pre-Show Village. The KEWPIE mascot will appear on the red carpet and take the stage, while KEWPIE Mayo-inspired dishes will be served to VIP guests. Plus, everyone in attendance will receive a very special gift, expressing gratitude for all who are there.

KEWPIE was founded in Japan in 1919 with a simple idea: to make food that brings people joy. That vision came to life in 1925 with the launch of KEWPIE Mayonnaise, made with only egg yolks for an ultra-creamy texture and rich, umami flavor that has become a favorite of chefs and home cooks worldwide. More than a century later, KEWPIE's lineup has expanded beyond mayo, from dressings to sauces to creative condiments, every product adding depth, character, and a touch of Japanese inspiration to everyday meals.