Sweet, soft and strong: TikTok turns Japanese milk bread into latest UK food craze
Summary
Japanese milk bread has become very popular in the UK, especially on social media platforms like TikTok. Its soft texture and mild sweetness have led to increased sales in supermarkets and its use in restaurants.Key Facts
- Japanese milk bread is known for its soft, fluffy texture and a slightly sweet taste.
- The bread originated from European baking methods adapted by Japanese bakers in the 20th century.
- TikTok videos featuring Japanese milk bread have millions of views, boosting its popularity.
- Waitrose supermarket reported a 27% sales increase in milk bread and a 617% rise in online searches for it in one month.
- London burger restaurants and Asian bakeries have contributed to the bread’s popularity by using it for burgers and buns.
- Milk bread is easier to make quickly compared to sourdough, making it attractive to chefs.
- The bread is less buttery than brioche, helping control costs and menu balance in restaurants.
- Japanese food’s focus on visual appeal matches well with social media trends, aiding the spread of dishes like milk bread.
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