Japanese undergraduate Aoi Yoshikawa appears to be like immaculate more often than not, however she has no qualms consuming Zang Zang Bao, or Dirty Bread, in public.
Never thoughts that consuming the pastry leaves her face and fingers smeared with chocolate. She even posted a selfie on her Instagram account.
The 23-year-old, who research media and advertising and marketing, says: “The Dirty Bread is trendy and I want the experience of eating it.”
Ms Yoshikawa, who is in Singapore on an change programme, went to Keong Saik Bakery to attempt its Dirty Bread after seeing posts about it on social media.
The development of consuming Zang Zang Bao seems to have originated in China, with eaters posting footage of their chocolate-smeared faces on social media.
Bakeries right here have caught on to the development. Keong Saik Bakery launched its Chocolate Dirty Bread ($four) and Matcha Dirty Bread ($four.50) final month. It now additionally has Chocolate Dirty Cake ($6) in its Dirty confections collection.
BreadDiscuss launched its Messy Buns on April 5 and they’re accessible in 4 flavours: Ultimate Chocolate ($2.50), Lemon White Chocolate ($2.50), Green Tea ($2.20) and one with an area twist, the Dinosaur ($2.20), which is made utilizing chocolate malt powder.
Co-owner and head chef of Keong Saik Bakery, Mr Ng Beng Soon, 29, says he got here up along with his model of Dirty Bread after he noticed his baker pals in Taiwan and China posting footage and discussing it on-line.
He used the bakery’s croissant dough as the bottom. The filling is fabricated from custard whereas the outside is topped with chocolate ganache and cocoa powder for the chocolate model.
He took two weeks to good his recipe. The preliminary response was not good, so the bakery organised a two-week contest final month to present away a $30 voucher for the “messiest” Dirty Bread eater.
Now the bakery sells, on common, 60 items of Dirty Bread day by day on weekdays and 100 a day on weekends.
Mr Ng says: “The Dirty Bread is popular with customers and they like to take photos and pose for selfies with it.”
He, nevertheless, doesn’t anticipate the development of Zang Zang Bao to final past one other two months.
Ms Angela Wang, 19, who visited the cafe together with her mom, says: “This is not something I will eat on my own in public. But eating it together with friends is fun.”
Ms Yoshikawa says: “People want food that is not just pretty to photograph, but also fun to eat.”
Singapore Management University’s advertising and marketing professor Han Jin Kyung, 50, says ugly meals is novel in a market the place engaging merchandise are the norm.
He says: “As long as the novelty is there, the ugly food trend should continue for a while, until too many jump on the bandwagon and consumers start to tire of it.”
Dirty meals doesn’t come solely within the type of snacks. A seafood restaurant has come up with crab dishes that go away diners with their faces smeared with chocolate.
Restaurant proprietor Francis Ng had a tough time persuading his government chef to create a brand new crab dish with Oreo cookies.
The 46-year-old chief government of House Of Seafood, which celebrates its 10th anniversary this month, says: “When I first told our executive chef about my idea of using Oreo cookies in a crab dish, he reacted very strongly. He said there was no way he would do it and told me I was mad.”
It took him per week to persuade the chef to create the dish and the restaurant began promoting it as a particular merchandise on March 1.
One month later, the restaurant launched one other new crab dish, the Milo Dinosaur Crab. Prices are at $65 for a kg of crab.
House Of Seafood has offered about 400 Oreo Crabs and 300 Milo Dinosaur Crabs, higher than the 100 for every dish that Mr Ng anticipated.
He says: “The F&B business is extraordinarily aggressive. If you don’t innovate and problem your self to come up with new concepts, you’ll fall behind.
“Younger consumers don’t just want flavour. They want something out of the ordinary that they can take photographs of and post on social media.”
The Oreo Crab and Milo Dinosaur Crab dishes are aimed primarily at youthful diners of their 20s and 30s.
Mr Ng come across the concept of utilizing Oreo cookies and Milo as elements after observing how fashionable they’re with youthful shoppers.
Estate government James Koh, 28, who dined on the restaurant along with his colleagues, says: “I thought Oreo Crab and Milo Dinosaur Crab would taste weird, but they turned out quite tasty.”
Associate Professor Ang Swee Hoon, 56, of the National University of Singapore Business School says: “The incongruence of using Oreo cookies and Milo to cook crab can draw people to the restaurant.”
UGLY TO LOOK AT, GOOD TO EAT
Looking lower than good generally is a good factor.
Monnani Kwabaeggi, which in Korean means ugly pretzel, is now accessible in Singapore.
The first abroad outlet of Monnani opened final Tuesday within the basement of Hong Leong Building in Raffles Place. In South Korea, the snack attracts queues and evokes social media posts of shoppers celebrating its “ugliness”. Up to 500,00zero ugly pretzels are offered in South Korea day by day. South Korean entrepreneur Kim Dae Young, 58, based the snack chain in 2015. It has greater than 100 retailers in South Korea. He initially didn’t imply for the pretzel to be ugly. He was unable to get the pretzel formed the way in which he needed as a result of he didn’t have any formal culinary coaching. He says: “I wanted it to look pretty, but no matter how I twisted the dough, after frying, it came out odd-shaped. My friends and family who tried it said it tasted good, but it looked ugly. I decided to name it Monnani Kwabaeggi because I want to focus on the flavour.”
The Singapore franchise outlet is operated by Mr Kevin Ong, 53, founder and managing director of pastry chain Chewy Junior.
He says: “The Ugly Pretzel is not so much a fad as just simple, honest food. It does not have to be flashy or fanciful to taste good.”
The Monnani is accessible in 5 flavours with costs starting from $1.40 for the Original Pretzel to $three.00 for a Premium Sausage Pretzel.
Accountant Glen Tan, 28, who tried the snack, says: “It is like a Korean version of youtiao. In fact, I prefer this to youtiao because it is more moist, soft and chewy.”
Ugly meals, good consuming
What: Dirty Breads
Where: Keong Saik Bakery, 41 Keong Saik Road, tel: 6909-3199
Open: 8am to 8pm day by day. Dirty Breads can be found from 10am
What: Oreo Crab, Milo Dinosaur Crab
Where: House Of Seafood, The Punggol Settlement 01-01/02, three Punggol Point Road, tel: 6466-9000
Open: 11am to 2pm, 5 to 11pm (Mondays to Fridays); 11am to 11pm (Saturdays, Sundays and public holidays)
What: Monnani Kwabaeggi (Ugly Pretzels)
Where: Monnani, B1-48 Hong Leong Building, 16 Raffles Quay, tel: 6224-1229
Open: 10.30am to six.30pm (Mondays to Fridays); 10.30am to 2.30pm (Saturdays). Closed on Sundays