After reading other reviews on this mayo, I had to give it a try.  I grew up on Hellman's mayo, and as another review observed, you will probably prefer what you are used to.  Kewpie mayonnaise has its own distinct flavor, I can't exactly put my finger on what gives it its taste.  I want to try making some deviled eggs with it, I think it would give a nice twist on the flavor.  I also tried Duke's mayo, which is a lot like Hellman's, only with a more pronounced vinegar flavor.  I'm glad I tried both of these, I expect I will use up the Dukes, not sure about the Kewpie mayo.  It recommends using within one month after opening.  But ultimately, I think I'll end up staying with what I am used to, which is Hellman's.