KEWPIE IT. London discovers the Mayo behind the Iconic Tamago Sando

Business

KEWPIE IT. London discovers the Mayo behind the Iconic Tamago Sando

2026-08-26 20:11 Last Updated At：20:30

LONDON--(BUSINESS WIRE)--Aug 26, 2026--

Kewpie Corporation(TOKYO:2809) is inviting Londoners to discover how one simple squeeze can transform one of the world's most iconic sandwiches. Through a new experiential pop-up in Covent Garden Piazza, the iconic Japanese mayonnaise brand is bringing its rich, creamy, umami flavour to the heart of London's food scene, celebrating the ingredient that elevates the Tamago Sando AKA the iconic Japanese Egg Sandwich.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260826081552/en/

KEWPIE MAYONNAISE is mostly made with egg yolks (not whole eggs), which is responsible for its richness and umami flavour, alongside their proprietary vinegars. With its signature bottle and unique taste, KEWPIE MAYONNAISE has earned a loyal following among chefs and food lovers for its distinctive richness and depth of flavour. Rather than following food trends, the brand has stayed true to its principles behind the recipe, proving that extraordinary food often has that one key ingredient.

The Tamago Sando, a deceptively simple sandwich, perfectly demonstrates the transformational qualities of a singular ingredient. Soft bread, boiled eggs and KEWPIE MAYONNAISE transform an ordinary Egg Sandwich into something extraordinary. The creamy texture and savoury umami flavour of KEWPIE MAYONNAISE elevates an everyday lunch to something truly special.

The campaign introduces KEWPIE IT., a new call to action encouraging home cooks and food lovers to elevate their everyday meals. Whether it's a sandwich, salad, burger or bowl of vegetables, KEWPIE IT. is an invitation to add richness, flavour and joy to everyday cooking.

Visitors to the Covent Garden pop-up on 19–20 September 2026 will have the opportunity to explore a joyfully designed KEWPIE KONBINI, a Japanese convenience store-inspired experience, worthy of photo ops and taste the KEWPIE MAYONNAISE Tamago Sando. Guests attending will also be able to pick up a limited edition KEWPIE IT. Mayozine, have a chance to win free products and pick up merchandise.

Satoshi Wakatsuki, General Manager, Overseas Marketing Planning Department, Overseas Division at Kewpie Corporation, said:

"The Tamago Sando is beautifully simple. Through KEWPIE IT., we want to show that one small squeeze can transform an everyday meal. It's about sharing the joy that comes from carefully chosen ingredients and encouraging people to discover the richness and umami of a KEWPIE Tamago Sando."

The Covent Garden activation marks the beginning of a wider campaign that will continue through chef partnerships, social content and influencer collaborations, inspiring more people to experience the flavour, versatility and everyday joy of KEWPIE MAYONNAISE.

Overview of the Pop-up

Event: KEWPIE IT. London Brand Experience
Location: Covent Garden Piazza, London.
Dates: 19 September, 2026, 11:00am – 8:00pm & 20 September, 2026, 11:00am – 6:00pm

About KEWPIE MAYONNAISE

KEWPIE MAYONNAISE is made using predominantly egg yolk, delivering its signature creamy, rich, deeply umami flavour. Kewpie‘s proprietary vinegar further deepens this distinct taste. Through a dedicated commitment to thoughtful ingredients, proprietary techniques, and technology, KEWPIE MAYONNAISE has earned consumers’ trust and a strong reputation for over 100 years. Loved by chefs and home cooks around the world, KEWPIE MAYONNAISE continues to inspire people to transform everyday dishes through simple, quality ingredients. In London, the campaign invites people to make the joy and KEWPIE IT. at home: an elevated Tamago Sando, made your way.
Now it’s your turn. Make the Joy. KEWPIE IT.
For more information about KEWPIE MAYONNAISE, visit:
https://www.kewpie.co.jp/r/event2609

Iran warns of military ship ban in Hormuz under potential deal with Oman and other Middle East news

Iran will not allow military vessels to transit through the Strait of Hormuz under an agreement the Islamic Republic is currently negotiating with Oman, Iran's Deputy Foreign Minister told state TV late on Tuesday night.

The top diplomats of the two countries met to discuss managing commercial shipping traffic in the vital waterway, which remains largely shut down nearly six months after the Iran war began.

Officials in Thailand said the USS Lincoln was scheduled for a brief stopover in the country as the aircraft carrier prepares to reposition after a lengthy deployment, including support for the Iran war.

Meanwhile, Israel’s strikes continued in Gaza, testing the already fragile ceasefire with Hamas.

Here’s a look at the latest developments in the Iran war and the wider Middle East. Full coverage can be found here.

Iran and Oman have reached an understanding on a new framework for managing ship traffic in the Strait of Hormuz that would exclude military vessels from traversing the vital waterway, Iranian Deputy Foreign Minister Kazem Gharibabadi told state TV late on Tuesday night.

“If the understanding becomes binding, no military vessel will be permitted to pass through the Strait of Hormuz,” he said. “No military vessel at all.”

Gharibabadi said the proposed route is temporary, and that Iran and Oman must negotiate within 30 to 60 days on a permanent maritime traffic scheme.

Commercial shipping traffic into the Persian Gulf from the Gulf of Oman would pass entirely through Iranian waters, while the outbound route would pass partly through Iranian waters and partly through Oman’s territorial waters, he said.

The Trump administration told Oman it opposed parts of the evolving deal, including the joint Iranian and Omani management of the exit route out of the passage that’s critical to global supplies of oil and natural gas.

U.S. President Donald Trump last week threatened to bomb Oman if it “gets in the way.”

An Israeli strike on a tent for displaced people Wednesday in southern Gaza killed one person and wounded at least four others, according to officials at the territory’s Health Ministry. The Israeli military said it struck a “military operative,” without elaborating.

Even as U.S. efforts to advance the fragile ceasefire in the nearly three-year Israel-Hamas war continue, Palestinians in the strip have reported a surge in deadly Israeli strikes.

Israel has said it targets Hamas and other militants who pose a threat, as well as those who participated in the Oct. 7, 2023, attack that triggered the war. About 1,200 people, mostly civilians, were killed that day in Israel and 251 abducted by militants. Israel's retaliatory military campaign in the enclave killed more than 73,400 people, according to the Gaza Health Ministry.

The health ministry, part of the Hamas-controlled government, is staffed by medical professionals and maintains detailed records viewed as generally reliable by United Nations agencies and independent experts. It does not distinguish between civilians and militants.

Dubai International Airport, one of the world's busiest travel hubs, said Wednesday it saw a sharp drop in passengers during the second quarter as the war with Iran disrupted air travel and prompted many travelers to choose routes that avoided the Middle East.

The airport recorded 13 million passengers in the second quarter, down 31.3% in passenger traffic in the first-half of 2026 compared to the same period last year, with 31.5 million passengers

Air traffic in the United Arab Emirates and elsewhere in the Gulf region was disrupted by shutdowns and restrictions since Feb. 28. The airport itself suffered minor damage in attacks from Iran.

CEO Paul Griffiths noted, however, that passenger volume has steadily increased each month in the second quarter, and said the momentum is expected to continue in the second half.

The U.S. aircraft carrier USS Abraham Lincoln will make a stop in Thailand after its grueling deployment in the Middle East, Thai officials said, without specifying a date or port for security reasons.

The Lincoln has been deployed during the Iran war. Its very lengthy deployment, including a record-setting uninterrupted time at sea of more than 250 days, raised concerns about deteriorating mental health among the crew.

A statement from the Royal Thai Navy on Tuesday said a short stopover by U.S. Navy ships was for recuperation and that no military exercises would be carried out during the visit.

Germany has ended the military mission of its advisers in Iraq’s semiautonomous northern Kurdish region after years of supporting the U.S.-led coalition’s efforts against Islamic State militants, the Kurdish region’s Ministry of Peshmerga Affairs said Wednesday.

The ministry said it held an official ceremony at Camp Stephan at Irbil International Airport to mark the mission’s end. Germany had already reduced its footprint in Iraq but had maintained a small contingent at the base.

The end of the German mission comes as U.S. forces have also begun withdrawing from northern Iraq ahead of a Sept. 30 deadline to end their military presence in the country.

U.S. bases in the Kurdish region have regularly come under attack since the U.S. and Israel launched the Iran war on Feb. 28.

Human Rights Watch condemned a decision by Yemen’s Houthis to refer at least six people to a criminal court known for trying terror and espionage charges.

The New York-based advocacy group said at least five of those facing charges in the notorious Specialized Criminal Court are either United Nations employees or civil society workers. The group also said one of the defendants, Ali Mudhwahi, a national public health expert with UNICEF, was tortured and forced to confess that vaccines were spying tools.

Since the Houthis took over in 2015, dozens of journalists, political activists and members of religious minorities have stood trial in the Sanaa-based court on charges that are usually punishable by death.