Sweet, soft and strong: TikTok turns Japanese milk bread into latest UK food craze

A soft, pillowy Japanese bread is the latest food craze taking over British social media. Per The Guardian, TikTok videos of milk bread—featuring glossy golden tops and cloud-soft interiors—have racked up millions of views, inspiring countless shares and comments. The viral attention has now driven the rolls into UK supermarkets as part of a growing interest in East Asian cuisine.

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