Japanese Milk Bread Takes Over UK Bakeries as Social Media Craze Drives High Street Demand
British bakeries and home kitchens are embracing the soft, viral Japanese staple as social media trends drive high demand for premium loaves.
By Foodie Pundit Newsroom - Published - Updated - Section: Social Virality
Key points
- Japanese milk bread, or shokupan, is experiencing explosive demand across the UK driven by social media trends.
- The bread uses a cooked flour paste technique called tangzhong to maintain extreme moisture and a soft crumb structure.
- Artisan bakeries and cafes are capitalizing on the trend through high-margin premium loaves and specialty sandwiches.
- Home bakers are increasingly adopting specialized Asian baking techniques to recreate the viral product.
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Sources and methodology
Reported from the public datasets below.
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