The Shokupan Revolution in British Kitchens
Golden, shiny, and with a cloud-like texture: Japanese milk bread (known as shokupan) has become an absolutely irresistible viral phenomenon in the United Kingdom, all thanks to the power of TikTok.
Videos of these fluffy buns, which accumulate millions of views, have achieved what few ingredients manage: jumping straight from smartphone screens to supermarket shelves. The roots of this bread trace back to Western traditions introduced in Japan, but during the 20th century, Japanese bakers adapted European techniques to local palates, creating a culinary masterpiece.
Numbers That Speak to a Resounding Success
The Waitrose supermarket chain has witnessed this craze firsthand. They reported that searches for Japanese milk buns on their website skyrocketed by 617% over the last month, while sales experienced a 27% increase in the same period. But bread isnt the only Japanese product booming: sales of Miso Tasty ramen paste grew by 41% and soup paste by 22%.
Emilie Wolfman, a product developer at Waitrose, described the rise of milk bread as one of the most exciting food trends we have seen cross from social media into mainstream kitchens.
Beyond the Soft Crumb: Sandwiches and Creativity
Shokupan isnt the only ambassador of Japanese cuisine taking over social media. Fresh fruit sandwiches (fruit sando), souffle pancakes, and fried sandwiches also have millions of foodies at their feet.
Restaurants like Black Bear Burger in London already serve their burgers and fried chicken in these soft buns, while in Chinatown, Bun House offers Cantonese versions with sweet and savory fillings. Even in Scotland, chef Tomas Gormley, from the restaurant Cardinal, has praised the breads practicality, noting that it is faster to prepare than sourdough and less heavy on butter than French brioche.
The Secret of Its Texture and How to Enjoy It
MasterChef winner Tim Anderson points out that the secret of this bread lies in the yudane technique and gluten development, which gives it that unique combination of firmness and extreme softness. Anderson recommends using it to make natto toast (with fermented soybeans and melted cheese), an egg sandwich, or even a pizza toast. He also suggests pairing it with Kewpie mayonnaise, crispy bacon, iceberg lettuce, and high-quality tomatoes for a next-level BLT.
Source: The Guardian