Where Starbucks helped popularize coffee in China, it’s only a matter of time before bakeries help locals acquire a taste for European bread through the products being put forward. She says popular bakeries can play a similar role to Starbucks in the Middle Kingdom. However, Heimi is optimistic about the future of European bread in China. There’s a huge gap in the market for authentic traditional European bread.” “Because in China, Japanese bread and soft European bread are the mainstream. “Home bakers are trying to fill the gap in the market,” she says. This has prompted people who have lived or studied abroad and acquired a taste for European bread to turn to bakers like Heimi for a taste of the place they once called home. Heimi has visited a baker’s dozen of bread shops in Beijing, Guangzhou, Shanghai and Hangzhou, but she says it’s not easy to find authentic, high-quality European bread in China. Although many shops will add some European bread to the menu for variety, there is still a gap in the market. If you walk into a bread shop in China, the shelves are most likely going to be filled with Japanese bread, soft European bread and pastries. For example, they may have chocolate, cheese or dried meat floss fillings.Įuropean bread is the standard bread you'd find on the continent, usually imported to China or made using traditional European methods. It also has more layers of flavor that are tailored to Chinese consumers’ preferences. It may use multigrain flour but is less chewy than hard European bread. Soft European bread is a hybrid of European bread and soft Japanese bread. Japanese bread is often the softest and the sweetest.
The different types of bread in the Chinese market can be roughly divided into four categories: Japanese bread, soft European bread, European bread and Danish pastry. If you search for a bakery in Beijing on Dazhong Dianping, the app suggests around 8,000 different places to grab a variety of baked goods. Euromonitor International estimates retail sales of baked goods (packaged and unpackaged) in China were around USD34 billion in 2020, comprising 9% of global retail sales, according to a report published by the US Department of Agriculture.Ī lucrative market means fierce competition, especially in metropolises. In less than two years, she started her own small bakery business, Heimi’s Bread Kitchen.Ĭhina’s baking industry has seen a booming development in recent years.
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But when I started making bread, I realized all you need is four ingredients: flour, yeast, salt and water.”Īfter taking short-term classes from two professional bakers, Heimi spent half a year honing her baking skills. “You need to put lots of sugar and butter into a cake. “The difference between making desserts and bread is huge,” Heimi says. Yeast, a core ingredient with more than 5,000 years of history, is highly sensitive to temperature, moisture and air, therefore making the delicate craft challenging to master. Heimi started baking desserts but was quickly drawn to bread making. All I could do was stay at home and bake.”
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Some projects that I was working on were canceled because movie houses closed.
Many film and television companies in Beijing shut down, including my friend’s film company. “After I came back home, the whole industry changed. “I was abroad when Wuhan first reported the COVID-19 outbreak,” Heimi says. Bread is also my self-expression,” Heimi, a 31-year-old home baker, tells That’s from her home in Beijing. “As someone who studies art, scripts are a medium of self-expression. For Heimi (who requested we refer to her by her business pseudonym), a scriptwriter with nearly a decade of professional experience, COVID-19 brought about a new relationship… with bread. The pandemic has disrupted our plans for, well, almost everything, and for many, it has even led to a change of profession.
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