Kewpie Returns to Its American Roots With Collectible Pins, Magnets and Merch on Seven-Week Tour

Kewpie is taking its century-old mascot on the road in Southern California, and the seven-week “I Love KEWPIE Tour” will include a rotating assortment of exclusive merchandise ranging from apparel and accessories to collectible pins, magnets and stickers. The tour begins October 17 at the OC Japan Fair in Costa Mesa before m king stops at locations including Smorgasburg LA and the Santa Monica Pier. Additional appearances are planned throughout Southern California, with the tour scheduled to conclude December 4 at the iHeartRadio Jingle Ball Los Angeles at Intuit Dome in Inglewood.

While Kewpie is now closely associated with the Japanese mayonnaise brand, the character itself has American roots and a long history as a collectible. American illustrator Rose O’Neill created the cherub-like Kewpie character in 1909 for a comic in Ladies’ Home Journal, and the design later inspired a popular line of collectible dolls. Japanese mayonnaise pioneer Toichiro Nakashima subsequently adopted the character as the brand’s mascot.

That history gives the new tour a stronger collectibles connection than a typical food-brand roadshow. Kewpie says every tour stop will feature exclusive merchandise, with the assortment changing as the tour moves from location to location. Items will include apparel and accessories along with collectible pins, magnets and stickers, meaning merchandise available at one stop may not necessarily be offered at another.

The company’s red food truck will serve as the centerpiece of the tour, offering free food made with Kewpie Mayonnaise. Announced menu items include Egg Salad Sandos and Smash Burger Sliders, with partner chefs also participating at select stops. YouTube personality Sam Zien, known as Sam the Cooking Guy, is scheduled to cook live at destinations including Smorgasburg LA.

The currently announced schedule includes the OC Japan Fair on October 17 from noon to 3 PM, Smorgasburg LA on October 18 and October 25 from 10 AM to 4 PM, and the Santa Monica Pier on October 23 from 10 AM to 4 PM. The tour will finish at the iHeartRadio Jingle Ball on December 4, with more stops expected to be announced later.

Kewpie is also running a sweepstakes connected to the tour, giving fans a chance to win a trip to Japan that includes round-trip airfare, hotel accommodations and curated cultural experiences.

The December 4 finale will include a Kewpie presence at the Jingle Ball Pre-Show Village, where the brand will participate in the backstage “Red Room.” The Kewpie mascot is also scheduled to appear on the red carpet and on stage, while attendees will receive what the company describes only as a “very special gift.” No additional details about that item were announced.

The “I Love KEWPIE Tour” begins October 17 in Costa Mesa and runs through December 4 in Southern California.