Life News
From TikTok to the bread aisle: Japanese milk bun searches up 617% at Waitrose
Japanese milk bread, the soft, lightly sweet shokupan loaf and its buns, has become Britain's latest food craze. The Guardian reported that searches for "Japanese milk buns" on Waitrose's website rose 617% in a month, while sales grew 27% over the same period. Grocery Gazette confirmed both figures and added that searches for plain "milk buns" rose 114%.
“One of the most exciting food trends we’ve seen cross over from social media into mainstream kitchens.” — Emilie Wolfman, Waitrose, via The Guardian
The Guardian traced the rise to TikTok videos of buttery buns being pulled apart, and to London's burger restaurants and east Asian bakeries. It placed milk bread alongside other Japanese foods that went viral, such as soufflé pancakes and the fruit sando, and noted that Waitrose's ramen paste sales are up 41%. A Scottish chef told the paper that the bread is quick to make and usually uses less butter than brioche, which helps with costs.
Grocery Gazette kept to the retail angle, quoting Waitrose on shoppers wanting "that premium, restaurant-quality experience" at home.
How each outlet framed it
- The Guardian — the culture story: social media, restaurants and Japan's food influence.
- Grocery Gazette — the trade story: search and sales figures from one retailer.
Where the numbers differ: The 617% rise is in searches, not sales. Actual sales grew a more modest 27%, so the buzz online is far bigger than what has reached shopping baskets so far.