Sweet, soft and strong: TikTok turns Japanese milk bread into latest UK food craze
Japanese milk bread, or shokupan, has become a viral sensation in the UK, driven largely by TikTok videos of the soft, glossy buns being pulled apart. The trend has moved from social media into supermarkets and restaurants, reflecting a broader surge in interest in Japanese and east Asian food, alongside dishes such as fruit sandos, soufflé pancakes and deep-fried sandwiches.
Waitrose reports that searches for "Japanese milk buns" on its website have jumped 617% in the past month, with sales up 27% over the same period, while sales of its Miso Tasty ramen and soup pastes have also risen sharply. London chains such as Black Bear Burger and Bun House have helped popularise the buns, and chefs including Tomás Gormley of Edinburgh restaurant Cardinal praise them for being quicker to make and less butter-heavy than brioche, making them practical as well as fashionable.
- Japanese milk bread has become a viral TikTok food trend in the UK.
- Waitrose searches for milk buns up 617%, sales up 27% in a month.
- Chefs and chains like Black Bear Burger and Bun House drive the craze.
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Japanese milk bread, known as shokupan, is a soft, slightly sweet white loaf traditionally made using a technique that involves cooking part of the flour with liquid before baking, giving it an especially fluffy, pillowy texture. It originates in Japan but has recently taken off in the UK after clips of the bread being torn apart went viral on TikTok, turning it into the latest in a string of Japanese and east Asian foods to gain a following online.
The trend has been picked up by supermarkets such as Waitrose and independent chains including Black Bear Burger and Bun House, which have brought the bread and related products into everyday shopping and dining rather than leaving it as a niche or homemade treat. Chefs have also pointed to practical reasons for its appeal, noting it can be quicker and less rich than alternatives like brioche.
The story matters as an example of how social media trends can shape mainstream food retail and restaurant menus, reflecting wider growth in the UK's appetite for Japanese and east Asian cuisine beyond this one product.
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