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Sweet, soft and playful: TikTok turns Japanese milk bread into UK’s latest food craze

The Guardian Business · Published 11h ago
Sweet, soft and playful: TikTok turns Japanese milk bread into UK’s latest food craze

Shokupan, fresh fruit sandwiches and soufflé pancakes are part of a 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, re

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Developments like this can have effects beyond the immediate story.

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