Japanese milk bread (shokupan) and buns are having a viral moment. They are far from the only Japanese food to find global fame on social media. Searches for “Japanese milk buns” on Waitrose’s website have risen by 617% over the past month, while sales are up 27% over the same period. View image in fullscreen The milk bread rolls can be baked with food dye to add to the playful, photogenic effect. “I think if British bakeries and supermarkets are trying to nail what makes milk bread special they should focus on the yudane and gluten development, which are what give milk bread its unique combination of strength and softness,” he added.