Irwindale – – October 14, 2026 -- Starting October 17, KEWPIE is handing out free mayo-based bites and limited-edition merch at stops across Southern California, with a grand-prize trip to Japan up for grabs. The seven-week "I Love KEWPIE Tour" runs around a red food truck and ends at a Los Angeles concert on December 4.
The mascot's story starts in America
The tour plays on a little-known piece of brand history. American illustrator Rose O'Neill created the character in 1909 as a cherub-like figure for a comic in Ladies' Home Journal, and it later inspired a popular line of collectible dolls. Japanese mayonnaise pioneer Toichiro Nakashima adopted it as the brand's mascot. KEWPIE calls the tour the mascot's return to the country where it was born.
Jeremy Stoddard, Assistant General Manager, Marketing at KEWPIE, said the tour is a way to meet the people who made room for the brand in their kitchens.
The food truck serves egg salad sandos and smash burger sliders
At every stop, visitors can try free bites made with KEWPIE Mayonnaise, including Egg Salad Sandos and Smash Burger Sliders. The truck's menu mixes Japanese comfort food staples with recipes from partner chefs. YouTube star Sam Zien of "Sam the Cooking Guy" will cook live at select stops, including Smorgasburg LA.
Merch rotates from stop to stop, so no two visits are the same. It includes apparel, accessories, collectible pins, magnets and stickers. Fans can also enter to win a trip to Japan with round-trip airfare, hotel accommodations and curated cultural experiences.
Four dates are confirmed, with more to come
- OC Japan Fair, Costa Mesa: Saturday, Oct. 17, 12:00 PM-3:00 PM
- Smorgasburg LA: Sunday, Oct. 18 and Sunday, Oct. 25, 10:00 AM-4:00 PM
- Santa Monica Pier: Friday, Oct. 23, 10:00 AM-4:00 PM
- iHeartRadio Jingle Ball: Friday, Dec. 4, 7:30 PM PST
The tour will also visit select retailers and surprise locations around Southern California. KEWPIE will announce additional stops later.
The tour ends backstage at Jingle Ball
The finale is the iHeartRadio Jingle Ball Los Angeles at Intuit Dome in Inglewood. KEWPIE will partner on the backstage "Red Room" at the Pre-Show Village. The mascot will appear on the red carpet and take the stage, and VIP guests will be served KEWPIE Mayo-inspired dishes. Everyone in attendance will receive a gift from the brand.