The "SHIOPAN" Craze in Thailand—The Perfect Balance of Saltiness and Sweetness Captivates People, The Current Status of This Japanese-Origin Bread

1. What is SHIOPAN—The Design Beauty of "Salt and Butter"

Shio pan is a type of roll bread originating from Japan. During shaping, butter is wrapped into the dough, and as it bakes, the melting butter creates an internal cavity and a crispy bottom. When bitten, a milky sweet aroma spreads, and the coarse salt sprinkled on the surface enhances the flavor. It is a "subtractive bread" that relies solely on ingredients and baking, without flashy toppings.

Its roots are said to be in the bakery "Pan Maison" in Ehime, Japan, and the soft style, conceived as a way to replenish salt during summer, has become the mainstream today.Time Out Tokyoc3a.org.sg

2. Why is a "Quiet Bread War" Happening in Thailand Now?

In the spring of 2025, Time Out reported, "A quiet bakery war over simple shio pan is happening in Bangkok." They analyzed that the re-importation of "소금빵 (sogumppang)" encountered during trips to Korea, the spread on social media, and Bangkok's evolving food preferences towards "perfection over flashiness" have all contributed. The trend has surpassed niche status, permeating from cool cafes and artisan bakeries to general supermarkets.Time Out Tokyo

Moreover, the demand is evident in food delivery services. GrabFood's official press release for Thailand highlighted "localization of overseas menus" as one of the notable trends for 2025, revealing that searches for shio pan have surged 66 times in the recent quarter. The synergy of FOMO (fear of missing out) and social media has become a diffusion engine involving everything from street stalls to high-end stores.Grab

3. Where to Buy in Bangkok: Area and Type Guide

In the city, a wide range of stores from Japanese to local offer shio pan. Below are examples of shops organized based on "ease of purchase" and "diversity of styles," using features in English media as a starting point (check each store's social media for the latest availability).

• Koji Bakery House/Wabi’s/Eric Kayser/Loafy & Co. and others: A lineup that includes everything from classic to arranged styles, attracting many customers specifically for shio pan.Lifestyle Asia

• Custard Nakamura/Shokupan Thonglor and other Japanese bakeries: Alongside bread and melon bread, shio pan becomes a "standard." Suitable for those accustomed to the Japanese dough texture and sweetness design.Lifestyle Asia

Trend introduction articles also indicate the "cross-border" spread, including renowned Danish and French stores. The current boom's appeal lies in non-Japanese entities competing with Japanese-origin bread.Lifestyle Asia

4. Price Range and "How to Buy": Practical Information from a Local Perspective

Local tasting reviews show an increase in examples of "affordable prices" in the 30-39 baht range. Buying in bulk and reheating with an air fryer/toaster has become common. For travelers, "shopping around" at bakeries near BTS stations or in community malls is efficient.note+1

5. How to Identify a "Good Shio Pan"—Balance is Everything

Time Out points out that amidst the boom, there are also inferior products that are "greasy, too salty, or overly dry." On the other hand, the harmony of a thin crispy crust, a light internal cavity, and a fragrant bottom has an "addictive quality," which is why people continue to seek the perfect piece. When comparing across stores, using these three points as a standard reduces the chances of failure. Time Out Tokyo

6. "Bangkok-style Remix": Cheese, Yuzu Butter, Truffle

Local renowned stores are developing "sweet and salty" applications by combining the base shio pan with cream cheese/yuzu butter/truffle, etc. The selection of ingredients and tuning of salt granularity and butter content highlight the character. Because the base is simple, small differences become "big differences," which is the charm of shio pan.Time Out Tokyo

7. How to Reheat?—Tips for the Best "Recreation"

• To recreate the crispy outside and fluffy inside, use a toaster/oven at 170-190°C for 3-5 minutes as a basic guideline. Preheat thoroughly to revive the fragrant bottom.

• For air fryers, start at 160-170°C for 2-3 minutes. Overheating causes oil to float and dryness.

• Add butter in very small amounts. Be careful not to over-sprinkle salt, as it blurs the "tightness" of the flavor.
  (Note: The above is a rule of thumb derived from the baking characteristics of general bakeries. If there is a store recommendation, prioritize that.)

8. Halal and Vegetarian Options?

Since butter (dairy) is used, it is generally not vegan. Halal compliance varies by store's procurement and cooking environment. Those concerned should check with the store about the possibility of using plant-based spreads or halal-certified butter. The absence of Japanese-style "dashi-based ingredients" makes it more easily accepted in Thailand's multi-religious society.

9. Mini Phrasebook for Tourists (with Romanization)

• Is this shio pan? / Shio pan mai khrap/kha? (This = Nee)

• Can you warm it up for me? / Kun chuay warm dai mai?

• For takeaway / Ao klap baan khrab/kha.

• Is there one with less salt? / Mii rot kem noi kwaa mai?

• When will it be baked? / Suk gii mong?

10. Similar but Different "Asian Shio Pan"

The popularity of "shio pan" is reigniting across Asia. In Singapore, specialty stores like Shio & Sato are emerging, and media in various countries are featuring them. The spread of "Japanese-style bread" in Southeast Asia is not just a phenomenon in Thailand. Walking around to compare reveals clear differences in salt granularity, richness of dairy fat, and sweetness design, making it enjoyable.womensweekly.com.sg

11. Supply Chain and Business Implications

The indicator of 66 times search suggests "high frequency, low unit price" purchasing behavior (breakfast, snacks, gifts). In the early stages of enthusiasm, "flashy, eye-catching sweets" tend to take center stage, but shio pan is suitable for repeated daily purchases. For stores,

• minimizing loss with small-lot, high-turnover baking plans,

• increasing the average spend per customer through bundling with fillings (anko butter, cheese),

• encouraging repeat visits with **"baking time" notifications**
  
  are key. As media analysis suggests, Bangkok's preferences are shifting from "flashiness" to "completion." The success of shio pan aligns well with this value shift.Time Out Tokyo

12. Where to Gather Information?

The English-speaking Lifestyle Asia continuously compiles "must-buy shio pan" and "Japanese bakeries" in Bangkok. It's convenient to follow as a map for store hunting. The Instagram account **@TimeOutBangkok** is also useful for grasping the trend's intensity.Lifestyle Asia+1Instagram

13. Conclusion—A Daily Treat Connected by "Sweet and Salty"

Shio pan neatly bundles the fundamental human preferences of sweetness, saltiness, fat, and aroma into a small piece. Therefore, even without a flashy appearance, it makes you want to buy, warm, and repeat it over and over. The people of Thailand have begun to choose it as a "new everyday staple"—that is Bangkok in 2025. On your next trip, be sure to embark on a shio pan tour to find "the best piece in your personal history."