The background history of the brand, shape of the bottle and mascot were interesting but the recipes are nothing revolutionary. It's a list of recipes we already use mayo for but specifically calling for Kewpie brand mayo, ie deviled eggs, ranch dressing, Midwest cookout style 'salads', etc.

As someone who discovered Kewpie recently I was super excited to see this book. This book is not just a recipe book but also a history book of the company, don’t get hung up on history it is a fun book to read. I love a good origin story and this book did not disappoint, I don’t like spoilers but knowing how the mayo is made and how they created a whole world around this company in Japan and now internationally was fun to read. When I tried the mayo myself as an American accustomed to the competitor (it starts with an H, shhhh) let me tell you this mayo is phenomenal. As for the recipes I tried two so far and it is soooo good who knew you can add mayo to your pancake batter and before you make a face or gag try it! it’s pretty darn good. I want to give @NetGalley and @Kewpie for allowing me to have read this arc in advance and now i will unleash my inner Julia child with some of these Kewpie recipes, now about that Sichimi grilled corn.

This is too much fun.

Now, I'll be honest with you - most of the recipes aren't special. They're a combo of Asian, Western and some Depression Era (think chocolate cake made w/mayo) recipes that use Kewpie as an additive. I did try (and loved) the air fried shrimp. Think a max of 20 minutes from prep to eating and the unique flavor of Kewpie did make it special.

The gold in this book is in the history and culture of Kewpie. It's got a cult status and it's clear to see why. The writing style is funny, engaging, and it makes you want to take an immediate trip to the Kewpie Museum! I learned so many fun little details about Kewpie and its founder and I honestly would have loved to meet him!

I've been a Kewpie fan for ages and this book just added to that.

* ARC via Publisher (And, yes, I'm buying a hard copy of this!)

This cookbook will be a big hit with some and a miss for others. It’s a deep dive into the iconic Japanese mayo and its history, with a wide variety of recipes using it. They are not just Japanese dishes but also Japanese variations on American dishes, like macaroni and cheese, tomato and mayo sandwiches and egg salad sandwiches (with a jammy egg inserted inside). The recipes are decidedly vintage, reminiscent of 1970s cookbooks with muted, brownish colors. They are sometimes more artistic than helpful, like showing a plate full of bones, mess and silverware for the wings recipe. Photos are provided for maybe 1/2 or 1/3 of the recipes. No nutritional information is provided. It’s not a great fit for special dietary needs, as the recipes contain a lot of wheat, animal products and unhealthy fats, but on the other hand the recipes are creative and sound delicious.

I read a temporary digital loan of this book for review.