Diners’ soft spot for Japanese

Milk buns are having a moment. Waitrose said searches for Japanese milk buns jumped 617% in one month, while sales rose 27%. Their soft, pillowy texture has made them a social-media star and an easy upgrade for burgers, fried chicken and filled sandwiches.

The buzz reaches beyond buns. Shokupan loaves, fruit sandos and soufflé pancakes are helping Japanese food win new fans, with customers discovering dishes online before seeking them on menus.

For venues, the opportunity lies in familiar formats with a fresh twist. Try a milk bun with an existing burger, turn thick-cut milk bread into an indulgent winter toastie or add a Japanese-inspired special. It’s a simple way to tap into a wider appetite for Asian flavours, playful textures and food that looks as good on screen as it does on the plate.