In Japan, a chain of convenience stores is launching a very divisive drink: mayonnaise… to drink.
It’s a new trend that we would gladly do without… In Japan, a convenience store chain called Lawson took the bold step of marketing a mayonnaise drink. Called Nomu mayo, this innovation describes itself as “a cool drink that mayo fanatics have been waiting for for a long time.” Sold at the price of 198 yen (around 1.30 euros) for 200 ml of drink, it does not seem to be unanimously popular.
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According to the British media The Independent the marketing of this drink is, for the moment, in the testing phase. And given the content of the reactions on social networks, it is very likely that it will last a long time. Indeed, under the hashtag drinkable mayo on TikTok, or “mayo to drink”, over the disgusted faces, no need to speak Japanese to understand that the drink does not appeal. “The best way to describe its taste would be mayonnaise that has turned, drowned in water and mixed with vinegar,” describes influencer @whatthepato in a video. Not to mention the smell: “It’s disgusting.”
However, the product has almost become unobtainable in Japan, a victim of its success. TikTok trend obliges, everyone is looking to taste the drink: “I made 15 different Lawsons”, describes the influencer @thefoodinbox, who ends up finding it in an airport. “It’s disgusting, don’t do that to yourself,” she concluded, throwing the barely-opened drink in the trash.
Mayonnaise, a Japanese passion
The idea of developing a mayonnaise-based drink, however, did not come out of nowhere, the sauce of American origin stands out as one of the Japanese’s favorite condiments. According to the magazine dedicated to Japanese culture Zoom Japan 1.5 kg of mayonnaise would be consumed annually per inhabitant, and one chicken egg in ten would be used for the production of this emulsified sauce. A huge popularity which has even seen the birth of a term to designate mayo addicts: “mayola”. It remains to be seen whether its drink version will still be on store shelves in a few months.
