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[China] the popularity of "脏脏包," a bread that gets your hands and mouth dirty, born in a bakery attached to a tea-drinking restaurant

  • Release date: Nov 05, 2019
  • 2358 Views

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Three very popular tea and beverage stores have opened a bakery in their stores and their breads have become very popular!

The number of "tea drinking shops" selling cheese tea, fruit tea, brown sugar milk, etc. has surged since around 2017, and many popular shops are still appearing in 2019. In the midst of all this, around 2018, the three biggest queue of tea drinking shops in Shanghai, namely Joy Tea, Nasue's Tea, and Lele Tea, have added bakeries in their stores. They started selling a bread version of the originally popular 臟茶 (脏脏茶) (meaning messy milk tea), which has become a social phenomenon. The name comes from the fact that the outside is sprinkled with chocolate powder or cocoa powder, which looks dirty and stains the hands and mouth when eaten. It is characterized by its fluffy texture and sweetness. The price is around 20 yuan (about 315 yen). In addition to tea and beverage shops, foreign chains such as Kentucky have also sold limited edition sandwiches made with this bread.

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Childishness, stress relief, and "脏脏包" are popular for many reasons

There is no clear reason behind the fad. The psychology of the trend has been posted on the Internet, with comments such as, "You get your hands and mouth dirty when you eat, so you can get back to your childhood," "It's a stress-reliever," "It's a roundabout way to look good on social media (it's not pretty or cute, but it's refreshing)," and "Chinese people like the sweet and soft breads that aren't found in the authentic Western bakeries that are on the rise in Shanghai. professors, economic commentators, and others have expressed a variety of opinions.
The reason why bakeries are now attached to tea and beverage shops is seen as the same as the idea of cafes. While tapioca milk tea and cheese tea have become as deeply ingrained in Shanghai's daily life as coffee, there were few tea drinking outlets that served bread and other snacks like cafes prior to 2018. It remains to be seen whether tea drinking places with bakeries will continue to be popular in the future.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

Translated by DeepL, AI Translator

  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers. http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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