日式牛奶面包（shokupan）因TikTok上的病毒视频获得数百万浏览量，正在英国掀起食品风潮[1]。沃特罗斯超市的数据反映了这一热潮的规模：过去一个月内，"日式牛奶面包"的搜索量增长了617%，销售量增长27%[1]。
这股趋势已从社交媒体溢出到主流商业市场。伦敦的高级餐厅和面包店纷纷将这种柔软的面包卷纳入菜单，包括唐人街的Bun House和Black Bear Burger等餐厅[1]。沃特罗斯食品开发者埃米莉·沃尔夫曼（Emilie Wolfman）评价这是"社交媒体跨越到主流厨房最令人兴奋的食品趋势之一"[1]。日式牛奶面包的热度也带动了其他日本食品的销售：Miso Tasty拉面酱销售增长41%，汤酱增长22%[1]。这是英国消费者继深炸三明治和舒芙蕾煎饼之后，对日本食品的最新一轮热捧[1]。
Japanese milk bread, known as shokupan, has emerged as the newest viral food sensation across the UK, propelled by millions of views on TikTok.[1] The trend has translated into measurable retail impact, with Waitrose supermarket data revealing a 617% surge in searches for Japanese milk bread over the past month, accompanied by a 27% increase in sales during the same period.[1]
The popularity of the soft, pillowy bread reflects a broader trend of Japanese food items gaining traction in British mainstream culture, following earlier crazes around deep-fried sandwiches and souffle pancakes.[1] High-end restaurants and bakeries across London have capitalized on the demand by incorporating Japanese milk bread into their menus, including establishments in Chinatown such as Bun House and Black Bear Burger.[1] Emilie Wolfman, a food developer at Waitrose, described the phenomenon as "one of the most exciting food trends to cross from social media into mainstream kitchens," noting that related Japanese condiments have also benefited from the surge in interest, with Miso Tasty ramen sauce experiencing a 41% sales boost and soup sauce climbing 22%.[1]