The demand for Japanese milk buns has soared over the past summer at Waitrose, with the sales for milk buns rising by 27 per cent in the last month.

Additionally, searches on the retailer’s website for ‘Japanese milk buns’ and ‘milk buns’ have increased by 617 per cent and 114 per cent respectively over the past month.

This move towards milk buns is driven by viral social media trends and a widespread presence of Japanese-style smash burger culture across London’s dining scene according to the business.

This comes as there are increased outdoor dining occasions over the summer which are happening over the barbecue season.

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Emilie Wolfman, world foods product developer at Waitrose, said: “The obsession with milk buns and shokupan (milk bread) is one of the most exciting food trends we’ve seen cross over from social media into mainstream kitchens.

“Driven by social media, London’s cult burger restaurants and East Asian bakeries, people have completely fallen in love with that signature, fluffy ‘bounce-back’ texture.

“Our food lovers want to bring that premium, restaurant-quality experience home, and milk buns deliver that instant upgrade – they give you all the luxury of brioche without being too heavy.”

This comes after the supermarket retailer recently reported a massive sales surge at regional vacation destinations as Brits are choosing to travel locally.