Kewpie Pop-Up in Covent Garden

Kewpie Corporation 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.

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, it 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 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 can explore a Kewpie Konbini (a Japanese convenience store-inspired experience), taste the Kewpie mayonnaise Tamago Sando, pick up a limited edition  'Kewpie It' Mayozine and have a chance to win free merchandise.

Location: Covent Garden Piazza, London

Dates: 19 September 2026 11:00am – 8:00pm & 20 September 2026 11:00am – 6:00pm

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