food

Kewpie Mayonnaise censors logo of angel wings and nudity for American consumers

10 Comments
By RocketNews24

If you’re American then sorry, Kewpie doesn’t think you’re ready for its hard-core naked angel logo like most of Earth is.

From the end of May this year, Japan’s premier mayonnaise brand Kewpie began manufacturing in the USA. Although the unbelievably sweet condiment has been enjoyed by Americans for years now via imports, this marks the first time it is officially produced and sold on the continent.

Fans of Kewpie will know how good this news is, as this mayo ranks somewhere between Girl Scout cookies and morphine in terms of deliciousness. However, fans will also notice a slight change in the packaging. Original Kewpie mayo features the chubby cherub standing straight at us in all its glory.

However, American Kewpie squeeze bottles look like the one in the photo below. This format actually originated in Malaysia. When Kewpie was renewing its Halal certification, someone mentioned, “Say, isn’t this an angel?” They were alluding to the tiny wings on Kewpie’s back and Islam’s prohibition of idol worship.

Kewpie responded that the logo wasn’t meant to be an angel, baby, boy, girl, or anything specifically, but rather than rock the boat they opted to hide the wings and nudity anyway.

Similarly when gearing up for U.S. distribution, someone stateside told Kewpie Japan, “you might want to consider the cultural and religious diversity as well as the social climate here.”

And so, following the age-old axiom that one doesn’t sell mayo by being controversial, Kewpie went with the more conservative logo again.

Japanese comments were somewhat mixed on the matter.

“The new logo makes it look like a knock-off.” “It looks like Chucky. Creepy…” “Marketing in Islamic countries is pretty hard.” “Yeah religion always gets in the way of good mayonnaise.” “I think the logo is cute, but I also get how it might be a problem.” “If someone complains that it’s an angel, just say it’s a kid. And if someone says it’s child pornography, just say it’s an angel.” “I like the kewpie, but we should also respect other cultures and religions when selling overseas.”

Interestingly enough everyone seems to be overlooking the fact that Kewpie is a purely American character to begin with. Created by Rose O’Neill in the early 20th century, it was quickly picked up by Nakashimato who held a tumultuous licensing agreement with the creator’s estate ever since.

That’s not to say everything that came out of the early 20th century as a good thing, but Kewpie dolls certainly seemed harmless enough.

Europe, Thailand, and even the Islamic nation of Indonesia all still continue to use the original naked-angel-thing Japanese image on their packages. It just goes to show how times and standards change in different countries.

Source: Yahoo! Japan News, Hachima Kiko

Read more stories from RocketNews24. -- Kewpie Mayo Cafe celebrates Mayonnaise Day with a month of mayo-hem, special menu -- Mayo: Just as good for shiny, healthy hair as it is for sandwiches, say Japanese beauty tips -- Mayoterrace to open this month, may well be the tangiest place on Earth

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10 Comments
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Never heard of this Mayo ever before in my life. In America, we mostly ues Best Foods Brand "real mayonnaise" in big thick heavy jars.

-5 ( +2 / -7 )

Never heard of this Mayo ever before in my life.

As far as I know, it's the number one selling Mayonnaise in Japan, and has been for decades.

1 ( +4 / -3 )

“Say, isn’t this an angel?” They were alluding to the tiny wings on Kewpie’s back and Islam’s prohibition of idol worship.

Muslims like mayonnaise, I think, but I wouldn't say they worship it.

1 ( +2 / -1 )

I don't like mayonnaise anyway, no matter how it's packaged.

0 ( +0 / -0 )

Well first of all, it's a container of mayo. It's more decorative than a big jar with black letters that says, "MAYO," so I like it, with or without wings. It also tastes better than the mayo in aforesaid jar.

But really, Kewpie comes from the Kewpie doll, and the Kewpie doll comes from Cupid, not an angel, who is a god of erotic love. You are going to be eating from a container resembling an erotic love god, with or without wings, so a properly and strictly religious Christian, Jew, or Muslim, especially one who takes everything literally, would decline to partake, citing reasons of idol worship, bowing down before false gods, and so on and so on. A person of those faiths who understands that this is not an erotic love god, but is a container of mayonnaise, would not have this problem. Now go have a sandwich.

0 ( +1 / -1 )

Ahhh why???? I'm not "offended" by the image of a naked so called angle or what ever that thing is supposed to be. So why all the fuss? It's just a jar of mayonnaise for crying out loud.

2 ( +2 / -0 )

Never heard of this Mayo ever before in my life

Never been to Japan, then?

1 ( +2 / -1 )

The US is too full of prudes, grow up

2 ( +2 / -0 )

Never heard of this Mayo ever before in my life. In America, we mostly ues Best Foods Brand "real mayonnaise" in big thick heavy jars.

Because you have never heard of it does not mean it does not exist. Everyone in Japan knows of this product.

1 ( +2 / -1 )

Never heard of this Mayo ever before in my life.

This explains your previous comments as well.

1 ( +2 / -1 )

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