From Premium Japanese Shokupan in Crisis to French Baguettes Going Soft | A Modern Bakery Saga

In this video, we're going to be diving into a lot of food culture. We explore the story of Premium Japanese Shokupan in Japan and talk about the trend of French baguettes going soft as consumers turn to softer breads.
Once a lucrative business in Japan, the Premium Shokupan trend has since cooled and may have become more of a problem rather than an opportunity for business owners. Meanwhile, in France, the crisp and crusty baguette, as we know it, may become very different as consumers change their preferences.
Watch the video for more!
#shokupan #baguette
Chapters
0:00 Opening
0:15 Store Closing
2:26 Shokupan
3:42 The Boom
5:15 Conflict
7:41 Analyst
10:42 Talk Show
12:05 Personal View
14:00 Baguette going soft

[@nouvarae]

Super informative! Honestly, I learn so much from each of your videos! ❤

[@NovitaListyani]

Glad you like them!

[@alblee]

Edifying is the word for this post. Now, I return to watching. Another kokyu 高級 production.

[@NovitaListyani]

Thank you for your kind comment!

[@idaeinjaw2139]

i totally agree. baguettes must live, long live baguettes!

[@rcg5317]

Very interesting! This shows how the novelty of a product can fade and usually won’t sustain a business by itself. I saw this in rural UK where people flocked to new Italian themed restaurants for a few months then stayed away in droves after the novelty wore off. They had to introduce menu items like roast beef to stay afloat. You can sometimes find Italian dishes in the appetizers but pride of place was yielded to more mundane dishes.

[@NovitaListyani]

Thank you for sharing!

[@barrychambers4047]

I've always loved chewy and crusty breads, especially very tangy sourdough! It's good to know it's much healthier too.

[@NovitaListyani]

Yes they are!

[@ReubenNinan]

Amen sister! I love love love crusty and texturally interesting food. Melting in your mouth soft is cool and all but I find the more I chew something the more flavor gets released. I enjoy the feeling and the taste of the crispy crunchies :). I will continue to support the traditional bakeries with even more zeal now! Thank you for an interesting video

[@NovitaListyani]

So true!

[@frasergchambers]

That was excellent - very informative and well presented

[@NovitaListyani]

Glad you enjoyed it!

[@zoltangacsi4614]

Thanks for this excellent presentation!

[@NovitaListyani]

Glad you enjoyed it!

[@XerafCZ]

I am from middle of Europe and cant imagine sustaining myself on shokupan. Whenever i bake i try for a darker and harder crust for both flavour and structural integrity to hold all the toppings on the bread slice😂 Even for more sweet/dessert style recipes i tend to try for a bit harder crust than would be normal.

[@NovitaListyani]

Indeed, I also enjoy crispier and harder crusts with more of that delicious sear on lean breads. Shokupan is good but I would never want hard crusts on bread to disappear:)

[@geraldfriesen5600]

As a child I liked the white breads with a softer crust, but now I enjoy the crusty breads with more intense flavour.

[@codice_pin]

I think it’s a fade. I used to loved soft shokupan bread but as time pass by, I find the hard crust chewy texture is by far the best. Especially if it’s sourdough.

[@4rchim]

Shokupan was the beginning of my baking shenanigans. I was confused by the price of the shokupan, how could a plain loaf bread be so expensive that I have to try bake it myself, it was a nice entry point tho because it's quite easy to make lol. Just spam the enrichment. + The upper limits are good to know tho I learned it be trial and error (do have many recipes way beyond 25% milk and 6% fat) but will refer to these numbers when trying new recipe. About premium shokupan imo it had way too much butter, I could eat a lot more leaner shokupan than the premium one.(I thought it was me being healthy, nah lmao)

[@AhmedRashad-no4kn]

Hi dear you are doing very well explaining all the details of baking different types of bread keep going on hope you all the best .if I can ask you to share with us a recipe for tortillas bread long life shelf time .thank you so much

[@pachin253]

Currently, there are many different types of bakeries popping up in Japan. Each store sells original bread (including white bread) using their ingenuity. As people say, even though it is white bread, it is very expensive. Raw high-quality bread is becoming far away from ordinary people. The truth is that we are also looking for cheap and delicious bread.

[@NovitaListyani]

Thanks for sharing!

[@AhmedRashad-no4kn]

Hi dear you are really doing very well explaining all the details of baking different types of bread keep going on hope you all the best .and if I can ask you to share with us a recipe for tortilla bread with long life shelf stay thank you

[@pachin253]

​@@AhmedRashad-no4kn Thank you for your compliments. I'm looking forward to watching KZbin from now on. Have a good day from Japan🍞

[@1Clavdivs]

Telling the populace to eat brioche never ended well!

[@FoxOkinawa]

Thank you for the informative video. What is "25% water replacement for milk"?

[@NovitaListyani]

Explained here: kzbin.info/www/bejne/p5WyeaCaibmmaJYsi=3yUG3dqyEypyJcEA&t=14m53s Basically the percentage of water in the dough replaced by liquid milk.

[@FoxOkinawa]

@@NovitaListyani after replaying that section for six times now I got it haha. Thanks!

[@cgirl111]

I'm an American and make your Shokupan for French toast.

[@onlyinparadise4613]

Can you please link your best shokupan recipe and video? Thanks Seraphine! 🙏

[@NovitaListyani]

You may want to check out these two videos: kzbin.info/www/bejne/npWQp5eIo8dggKs kzbin.info/www/bejne/p5WyeaCaibmmaJY

[@zeideerskine3462]

If you have a lot of single people during a pandemic you get a lot of bakers. Afterwards, the home bakers develop a new and different sense for what the ingredients in their bread should be, what the bread is supposed to taste like, and how much it is supposed to cost. The same goes for a lot of restaurants.

[@gedelgo3242]

Lots of interesting topics in this one. As a westerner, soft breads are definitely out of trend. You can insult someone by calling them white bread - boring and without character. Lots of people are gluten free or cutting out bread for weight loss. Chris Tulleken's book, Ultra-Processed People, had a good point about the softness of processed foods being related to over eating and obesity. It's easy to overconsume soft foods that don't give enough time between chewing and digestion for the stomach to send a fullness signal.

[@NovitaListyani]

Interesting, thank you for sharing

[@SweetOsoka]

Honestly if i would eat a very crusty baquete it may scratch my gums😅 plus hard to bite. My husband once broke a tooth on a very crusty bread. I just like different breads for different things. With a chicken soup i want that classic sourdough dipped in olive oil. If i just eat a cheese i woukd pair with the same classic sourdough. But perhaps an egg salad is better with shokupan. But my Eastern European family may consider shokupan a desert😅😅😅

[@NovitaListyani]

That does seem to be a rather common reason behind why many consumers prefer a less well baked baguette. Naturally, as much as I think hard and crusty baguettes should be preserved, in the end, it's a matter of personal preference and we should all enjoy the bread we like. Thanks for your comment 😊

[@jasonjit]

Interesting. I wonder what it takes to build a financially sustainable independent bakery nowadays.

[@NovitaListyani]

A better business plan? 😊

[@habaristra6248]

In Morocco, in traditional neighborhoods, on many streets, there are outdoor ovens that heat up usually two days a week. The home bakers, who live nearby, bring their risen dough to the oven and pay the concession a small fee.

[@endtimeslips4660]

you know what the real reason? it not because people sick eating asian sweet bread. the reason is most people consuming bakery product got Diabetic after continue eat bakery product for a years. i believe no one talk openly when they diagnose as diabetic. most of them stop eating high sugar food in this case bakery product. even white bread consider not sweet. in reality asian cook bread with more sugar. you can compare it with western bread, the asian bread mostly are sweet.

[@mirellamatotek4294]

My 90 yro mother lives on bread and no diabetes. How come? It can't be the bread or rice. It is the fat or too much of both.

[@endtimeslips4660]

@@mirellamatotek4294 you not asian you know not how asian make white bread. this why western country today are chaos. the citizen almost have nothing in their head.

[@mirellamatotek4294]

@@endtimeslips4660 why does it matter if I am Asian or not? What is the difference? My mother eats white bread, white rice and white sugar. It causes me much distress. But no diabetes. How come? What is it that I'm missing or don't understand? I don't quite understand your comment. What about the rice diet supplemented with extra sugar which reversed obesity, heart disease and diabetes. It was developed by Walter Kempnar. There was zero fat in the diet.

[@endtimeslips4660]

@@mirellamatotek4294 western tradition especially europe have different bread. in this case japan and USA or any other part of asia made the same thing. if you look your mom and she got overweight that is diabetic. over eating sugar. it wont tell until it in dangerous stage aka Insulin immune.

[@mirellamatotek4294]

@@endtimeslips4660 If my mum is 90 at what point will it become dangerous? When she is 100? I would think she is more likely to get fat if she ate lots of fatty foods. Harder to get fat eating bread, rice and sugar and working in the garden all day long.

[@maertscisum7243]

What a rant 😊 ...