Key facts
- Japanese milk bread, or shokupan, is a growing food trend in the UK.
- TikTok videos featuring the bread have garnered millions of views.
- Waitrose has seen a significant increase in searches and sales for Japanese milk buns.
- Restaurants like Black Bear Burger and Bun House are using milk buns.
- The bread's ease of preparation and cost appeal to chefs.
Japanese milk bread, known as shokupan, is currently a significant food trend in the UK, largely propelled by its viral popularity on TikTok. Videos showcasing the bread's soft, pillowy texture and glistening appearance have amassed millions of views and shares, driving demand that has translated into supermarket availability and restaurant menu inclusions.
Waitrose reports a substantial increase in searches for 'Japanese milk buns,' up 617% in the past month, with sales rising 27% during the same period. This trend is not isolated, as other Japanese foods like fruit sandwiches and soufflé pancakes have also gained traction. Emilie Wolfman, world foods product developer at Waitrose, described the rise of milk bread as one of the most exciting food trends to cross over from social media.
The popularity of milk buns is also attributed to their adoption by London's cult burger restaurants and East Asian bakeries. Chains like Black Bear Burger use them for their smash burgers and fried chicken, while Bun House in Chinatown offers both sweet and savoury Cantonese-style milk buns. Chefs, including Tomás Gormley of Cardinal restaurant in Scotland, highlight the bread's quick preparation time and cost-effectiveness compared to French brioche as key advantages.
Author Michael Booth notes that Japan's long-standing focus on presentation and aesthetics makes its cuisine a natural fit for social media. Restaurateur Tim Anderson emphasizes the importance of 'yudane' and gluten development for achieving the bread's unique soft yet strong crumb, suggesting this is key to its appeal. He also offers serving suggestions, including toasted with fermented soya beans and cheese, or as part of a BLT sandwich with Kewpie mayonnaise.