{
  "id": 355758,
  "title": "Sweet, soft and strong: TikTok turns Japanese milk bread into latest UK food craze",
  "url": "https://urgent.news/2026/08/09/sweet-soft-and-strong-tiktok-turns-japanese-milk-bread-into-latest-uk",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-08-09T07:00:09.000Z",
  "source": {
    "name": "Guardian Business",
    "slug": "guardian-business",
    "url": "https://www.theguardian.com/food/2026/aug/09/tiktok-turns-japanese-milk-bread-into-latest-uk-food-craze"
  },
  "original_language": "en",
  "account": "TikTok videos featuring Japanese milk bread, or shokupan, have captured the attention of UK consumers. With their golden-brown exteriors and soft interiors, the rolls have been featured in countless viral clips that have garnered millions of views. This Japanese delicacy, which originated in the late 19th century, has gained popularity due to its light texture and versatility in both sweet and savory dishes. The trend extends beyond just milk buns; Japanese deep-fried sandwiches and soufflé pancakes have also made waves on social media. In response to the growing demand, UK supermarkets like Waitrose have seen a surge in sales of Japanese food products. Sales of Miso Tasty ramen paste increased by 41%, while miso soup paste rose by 22%. Waitrose's product developer, Emilie Wolfman, credits the trend to London's burger restaurants and east Asian bakeries, highlighting trendy spots like Black Bear Burger and Bun House. Chefs appreciate the ease and cost-effectiveness of making milk bread, as it requires less butter than brioche and can be produced quickly. Meanwhile, food experts emphasize the importance of Japanese culinary aesthetics and presentation, which have resonated with a global audience. With its unique combination of strength and softness, milk bread has the potential to enhance a variety of dishes, from classic egg sandwiches to innovative peach and tomato creations.",
  "summary": "Natto toast, fresh fruit sandwiches and soufflé pancakes all part of growing interest in east Asian cuisine Golden brown and glistening with melted butter, a tray of freshly baked bread fills the screen in a TikTok video. The camera lingers on the glossy tops before one bun is gently pulled apart, revealing a cloud-soft interior. The clip is one of countless videos of Japanese milk buns that have…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}