An Exciting Takeover of Shibuya by Kewpie Mayo
As Kewpie Mayo marks its 100th anniversary, the renowned Japanese brand is set to celebrate this milestone in an extraordinary way. From July 14 to August 13, 2025, a vibrant campaign named 'Mayo Shibu' will see the streets of Shibuya turned into a celebration of everything mayo. The campaign aims to showcase Kewpie Mayo, which has become a beloved staple not just in Japan but in 79 countries worldwide.
A Month-Long Celebration of Flavor
The essence of 'Mayo Shibu' lies in its collaborations with 28 local eateries in the Shibuya area, where 86 original dishes featuring Kewpie Mayo will be launched. Each dish reflects the creativity of the participating restaurants and features the signature flavor of Kewpie Mayo, enriched over a century of culinary innovation. Dishes will include delightful items like popcorn shrimp with chipotle mayo and unique twists on classic recipes, offering something for every palate.
Outdoor Advertising Extravaganza
To complement the gastronomic offerings, an array of outdoor advertisements will adorn Shibuya. From July 16 to July 29, a gigantic ad will grace the cylinder of SHIBUYA109, one of the area’s most iconic shopping centers. The streets will be peppered with flag advertisements, creating an immersive visual experience for residents and visitors alike. The ads aim to create a buzz and encourage everyone to participate in this month-long celebration of flavors.
Engaging Events During the Celebration
Kewpie is not just about food; it's also about experiences. During the long weekend from July 19 to 21, a free event called 'Mayo Shibu Gacha' will take place at the event space of SHIBUYA109. Attendees can engage in fun quizzes about Kewpie Mayo and receive a special booklet called 'MAYOZINE.' This booklet contains insights on participating restaurants, trivia about Kewpie Mayo, and information on how to enjoy 'Mayo Shibu.' Participants will have the chance to spin the gacha for exciting prizes, including limited-edition Kewpie products and exclusive stickers. It's an inclusive event, open to anyone who wants to join and savor the mayo-infused offerings.
The Legacy of Kewpie Mayo
Since its inception in 1925, Kewpie Mayo has carved its place in the hearts of mayo lovers. To commemorate this significant milestone, the campaign aims to express gratitude to its loyal customers while introducing new generations to its delicious flavors. 'Mayo Shibu' embodies this vision, enhancing community engagement and spreading joy through culinary delight.
Joining the Celebration
Detailed information about the participating restaurants, menu items, and event specifics will be made available on a special website set to launch soon. This site will help mayo enthusiasts find their ideal 'Mayo Shibu' dishes and make the most of this celebratory month.
In celebrating a century of Kewpie Mayo, 'Mayo Shibu' is a unique opportunity not just to enjoy delicious food but also to engage with a rich culinary heritage that has brought people together for generations. Don’t miss this chance to be part of a historic celebration in the vibrant heart of Shibuya!