TikTok has turned Japanese milk bread into a food trend in the UK
Japanese milk bread (shokupan) and soft milk buns are gaining popularity in the UK thanks to TikTok and are appearing on supermarket shelves. Videos showing these glossy buns being broken open to reveal an incredibly soft crumb are racking up millions of views, thousands of comments, and shares, according to The Guardian World.
Shokupan is a slightly sweet yeast bread with a fine-pored crumb. Its tradition is linked to a baking culture that reached Japan through contact with the West. Modern Japanese milk bread took shape in the 20th century, when bakers adapted European techniques to local tastes.
At Waitrose, search queries for Japanese milk buns have increased by 617% over the past month, and sales have risen by 27%. Emily Wolfman, Waitrose’s global product range developer, called milk buns one of the most interesting trends to have made the leap from social media to everyday kitchens. She also attributed their popularity to London burger joints and East Asian bakeries.
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The London-based Black Bear Burger chain serves smash burgers and crispy fried chicken in soft milk buns. In London’s Chinatown, Bun House offers Cantonese-style baked milk buns with savory and sweet fillings. Thomas Gormley, head chef at the Scottish restaurant Cardinal, said that milk buns have been on the restaurant’s menu since it opened. In his opinion, chefs are also drawn to how quick and easy they are to make compared to long-fermented bread.
Michael Booth, author of books on Japanese cuisine, believes that Japan’s emphasis on presentation and aesthetics aligns well with social media. Restaurateur and MasterChef winner Tim Anderson noted that Japanese milk breads range from moderately milky and sweet to richer varieties—made with eggs, butter, cream, and honey. According to him, the unique combination of softness and firmness in the texture is achieved through the yudane method and gluten development.
Shokupan is used for toast, egg sandwiches, and pizza toast. It’s also used for sando fruit sandwiches with fresh fruit and cream. Interest in Japanese baked goods is growing along with the popularity of other Japanese dishes, such as soufflé pancakes, thin crepes, and fried sandwiches.
