Sweet and soft: TikTok fuels UK craze for Japanese milk bread

Japanese milk bread, or shokupan, is enjoying a viral moment online, with videos showcasing its glossy, golden crust and cloud-soft interior racking up millions of views on TikTok. The lightly sweetened, fine-crumbed yeast bread has roots in a western baking tradition introduced to Japan, later refined by local bakers throughout the 20th century into its distinctive modern form.

This online popularity has translated into real demand on supermarket shelves across the UK, as the bread joins a wider wave of Japanese foods — from deep-fried sandwiches to soufflé pancakes and fruit sando — that have found devoted followings through social media.

Rising sales

Waitrose reports that searches for "Japanese milk buns" on its website have jumped 617% over the past month, with sales up 27% in the same period. Interest in other Japanese products is also climbing, with sales of Miso Tasty ramen paste up 41% and its soup paste up 22% year-on-year.

Emilie Wolfman, Waitrose's world foods product developer, described the milk bread trend as one of the most striking examples of a food moving from social media into mainstream kitchens. She credits part of the rise to London's popular burger chains and east Asian bakeries, including Black Bear Burger and Chinatown's Bun House, both of which serve dishes using soft milk buns.

Chefs weigh in

Tomás Gormley, chef-patron of the Scottish restaurant Cardinal, said milk buns have been on his menu since opening, praising their relatively quick preparation and lower butter content compared with French brioche.

Author Michael Booth said Japan's culinary culture has long emphasised presentation and aesthetics, making it a natural fit for social media, a strength he says the country has held for over a decade. Chef Tim Anderson recommends using the bread for natto toast, egg sandwiches, or pairings with peach and tomato.