Kewpie mayonnaise to bring Tamago Sando pop-up to Covent Garden

Japanese condiment manufacturer Kewpie will open a free two-day pop-up in Covent Garden Piazza on 19^th and 20^th September, offering visitors the chance to sample a Tamago Sando – the egg sandwich widely sold in Japanese convenience stores – as part of the launch of its Make the Joy. Kewpie It. campaign in the UK.

The event, billed as the Kewpie It. London Brand Experience, will run from 11am to 8pm on the Saturday and from 11am to 6pm on the Sunday. Entry is free and no booking is required.

The pop-up has been designed to resemble a Japanese konbini, or convenience store, the retail format in which the Tamago Sando is most commonly sold in Japan. Alongside tastings of the sandwich, which is made with Kewpie mayonnaise, visitors will be able to collect a limited-edition publication the company has titled the Kewpie It. Mayozine, enter product giveaways, pick up branded merchandise and use the installation as a backdrop for photographs.

Kewpie mayonnaise differs from most Western mayonnaise in that it is made predominantly with egg yolks rather than whole eggs, and uses vinegars developed by the company. The result is a thicker, richer product with a more pronounced savoury flavour, characteristics that have made it a fixture in professional kitchens and a talking point among home cooks outside Japan. The brand has been in production for more than a century.

The Tamago Sando itself consists of seasoned egg – either mashed hard-boiled egg bound with mayonnaise or a folded omelette – served between slices of shokupan, the soft, crustless Japanese milk bread. It is a staple of konbini chains such as 7-Eleven, Lawson and FamilyMart, and has gained attention in Britain in recent years alongside broader interest in Japanese food.

The London pop-up marks the launch of the Kewpie It. campaign, which is intended to encourage consumers to use the product across everyday dishes, including sandwiches, salads, burgers and vegetables. The event is aimed both at those already familiar with Japanese cuisine and at visitors curious to try the sandwich for the first time. 

Food Desk

For further information, visit Kewpie’s website here.