Japanese milk bread (shokupan) is gaining popularity on social media, reaching UK supermarkets. Videos on TikTok with millions of views and thousands of comments have increased demand for this soft bread. This was reported by infohub.kz.

Japanese milk bread is a delicate, slightly sweet yeast bread. Its history traces back to a baking tradition introduced through contact with the West, but modern Japanese milk bread evolved in the 20th century as bakers adapted European techniques to local tastes.

Japanese foods are gaining global popularity on social media. Deep-fried sandwiches, fluffy soufflé pancakes, delicate crepes, and fruit sando – all have found their fans online. Supermarkets are also supporting this trend, with demand for Japanese foods increasing. According to Waitrose, sales of Miso Tasty ramen paste are up 41% compared to last year, and soup paste by 22%.

Emilie Wolfman, world foods product developer at Waitrose, called the popularity of milk bread "one of the most exciting food trends we've seen cross over from social media into mainstream kitchens." She said searches for "Japanese milk buns" on Waitrose's website have risen by 617% over the past month, while sales are up 27%.

Wolfman attributes this popularity to London's cult burger restaurants and East Asian bakeries. Black Bear Burger chain is known for serving its burgers in soft milk buns. Bun House in London's Chinatown offers Cantonese-style milk buns.

Tomás Gormley, chef-patron of Scotland's Cardinal restaurant, said they have milk buns on the menu. He noted the speed and simplicity of making this bread: "I have all the time in the world for slow-fermented sourdoughs, but logistically a bread you can bash out in a couple of hours is a winner in the kitchen. It's also usually less butter-heavy than brioche, which helps with costs and balancing a menu."

Michael Booth, author of "Sushi and Beyond", said Japanese cuisine's focus on presentation and aesthetics pairs perfectly with social media. He recalls becoming "totally obsessed" with milk buns when he first visited Japan in the 1990s.

MasterChef winner Tim Anderson highlights the variety of milk breads in Japan: "They have a unique combination of strength and softness, achieved through yudane and gluten development." He recommends using them for natto toast, egg sandwiches, or pizza toast. He also suggests a toasted nut butter and peach jam sandwich as "exquisite" during peach season.