Japanese sweets manufacturers and combinis are always introducing limited-edition products and testing the waters with new snack and drink variations. A new product from Lawson, however, has split Japanese public opinion in twain. Here’s how people are reacting to the notion of a “drinkable mayonnaise” (oh how I wish I was making that up).
A brief history of Japan’s “Mayo-ers”
Globally, mayonnaise as a condiment dates back to the 18th century in Spain and France. It didn’t arrive in Japan until the Taisho Era in 1925, when Kewpie began making its now world-famous variation on the egg and oil concoction.
However, it didn’t take off in Japan immediately. Eggs were still relatively new to Japan and were pricey, which made mayo pricey. Some people didn’t even know what it was for, with many mistaking it for hair pomade.
Mayonnaise production ceased during World War II. The foodstuff finally took off in 1968 and there’s been no looking back. Today, you’ll find mayonnaise in Japan in egg salad sandwiches as well as topping dishes like okonomiyaki, karaage, and takoyaki.
Figures from the National Mayonnaise and Dressing Association estimate that your average Japanese citizen consumes 1,633 grams of mayo a year, or about 3.3 bottles worth. Indeed, some people love mayonnaise so much that there’s a word – Mayo-er (マヨラー) – dedicated to their devotion.
What’s more, Japanese mayonnaise – especially Kewpie – has garnered a worldwide fan base, with many preferring it to their locally-produced brands. Asahi Aero Dot says one reason for Japanese mayo’s popularity may be the eggs. Unlike other brands that use the whole egg, Kewpie and other Japanese manufacturers use only egg yolks in their recipes.
The latest of Lawson’s test products
Which raises the question: If people in Japan love eating mayo…will they love drinking it?
That’s the question that combini chain Lawson has dared to ask.
Lawson is Japan’s third-largest combini chain, behind 7-11 and Family Mart. As such, it has to try a little harder to get people’s attention. One way is through signature products with clever branding – such as its line of fresh fried chicken, Karaage-kun.
Another way is through its test products. The new “drinkable mayo” (飲むマヨ; nomu mayo) is part of its 2024 lineup of products that stretch the limits of what people will eat or drink. Other products in this year’s test lineup include dried squid-flavored potato chips and a flavorless gum.
“Mayo lovers will not love this”
Created by Toyo Beverage, the 200ml drinkable mayo went on sale this week at Lawson stores (except Natural Lawson) for 198 yen (USD $1.30). The drink doesn’t contain mayonnaise (the label clearly reads “this is not mayonnaise”). The product’s a milk-based drink that incorporates a “mayonnaise-style seasoning” made of various natural and artificial ingredients.
Dear reader, I will confess right now: I did not try this drink myself. Indeed, the very thought of ingesting something called “drinkable mayo” triggers my gag reflex (and not in a good way).
The more interesting question (and the whole point of Unseen Japan) is: What does Japan think?
User @GFEK9LOVE on Twitter/X wasn’t bashful about their thoughts: “Drinkable mayo! Incredibly awful! Avoid purchasing! No mayo lover will love this! Why did they sell this!”
Others have filmed their reaction while drinking it. “Mazui” (不味い), or “awful/unpalatable,” seems to be the popular response.
Others tried to drink an entire serving in one go – which feels like it could be employed effectively as a torture technique:
An expert reviewer on Yahoo! News JP, who admits they only came to like mayonnaise gradually as an adult, gave the product a 1-star ranking, with zero stars for flavor and drinkability. (They loved the packaging, which they rated 4/5.) “True mayo-ers might like it,” they wrote.
Why sell something that so many people think is disgusting? One combini industry expert says it’s meant to appeal to a specific group of customers who might become repeat buyers of the product.
However, there’s no denying that Lawson also scored a publicity win with this concoction. The drinkable mayo is akin to Domino’s Japan’s pickle pizza or Pizza Hut’s coriander variation – products designed to spark discussion on social media.
Lawson’s drinkable yogurt has certainly sparked discussion – even if much of it is punctuated by retching.
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Sources
マヨネーズ. Wikipedia JP
マヨラー. Wikipedia JP
なぜ、日本のマヨネーズはおいしいの？Asahi Aero Dot
ヒストリー. Kewpie Corporation
マヨネーズ年間消費量 低カロリーへシフト. Nikkei
【ローソン】マヨラーも驚きの飲むマヨネーズがテスト販売で登場！Yahoo! News
ローソンの新商品「飲むマヨ」が「正気か？」と話題 「マヨネーズは飲み物」って例え話じゃなかったの!? NetLab
「死ぬほどマズイ」と話題のローソン「飲むマヨ」、あえて発売の巧妙な戦略. Business Journal
