LA’s ‘orgasmic’ $18 Japanese milk bread sells out in seconds every day

Restaurants across the US have been serving shokupan sandwiches. Photograph: Ginza Nishikawa

At 7.55am on a recent Friday, I found myself furiously refreshing the website of Ginza Nishikawa, a Japanese bakery in Los Angeles. The reason? A limited quantity of the bakery’s famous Japanese milk bread was going on sale at 8am sharp.

At $18 a loaf, the bread – known as shokupan – doesn’t come cheap. But that hasn’t stopped it selling out within seconds.