Gotcha (高茶), Soft European Bread
Soft European buns is derived from European buns such as sourdough or French baguette. It uses levain as natural yeast for the rise, but altered to be softer to fit Asian palate. Although its name has the word “European” in it, this type of bread is actually not European. It was invented by Japanese, adopted by Taiwanese, and recently glorified by Chinese. Gotcha has picked niche market and a good target audience base. I think the bread has good texture, but not as moist as the bread I am used to. Their continual sold-out merchandise seem to suggest that there’s definitely a market for soft European bread.