Selling 2,000 Units Daily in Tokyo, Next Stop Hiroshima! [From Singapore] Bakery New Brand 'Shio to Butter' Holds Second Pop-Up Event

Hattendo International Co., Ltd. (Location: Minato-ku, Tokyo, Representative Director: Daisuke Ishioka) will hold its second pop-up event for the new bakery brand from Singapore, 'Shio to Butter,' from Wednesday, July 1, 2026, to Monday, August 31, 2026, at the commercial facility 'ekie Hiroshima' at Hiroshima Station.

During the first pop-up event at Tobu Department Store Ikebukuro Main Store's '5th Kobo' (Flour Expo), the brand sold 2,000 units daily (total of Milk Rolls and Mini Croissants), attracting long queues of several hours and receiving a great response and positive feedback. This brand, promoted by Hattendo Singapore Pte. Ltd., the Singaporean subsidiary, is characterized by its carefully selected ingredients and the aroma and texture unique to live demonstrations. It features sweet buns made with a combination of Belgian fermented butter, French rock salt, and Hokkaido fresh cream from Japan. At the Tokyo event, we will begin sales of 'Freshly Made Milk Roll,' which allows customers to enjoy the sound, aroma, and chewy texture of bread baked on a griddle, a product that has been featured on television multiple times. Other genres and flavors are scheduled to appear during the two-month event period.

Please enjoy our carefully crafted bread, aiming to bring 'happy feelings' with every bite.

Scenes from the pop-up event at Tobu Department Store Ikebukuro Main Store's '5th Kobo'

About 'Shio to Butter'

'Shio to Butter' is a new brand promoted by Hattendo Singapore Pte. Ltd., a Singaporean subsidiary established in 2015 for overseas market marketing. For 10 years in Singapore, a crossroads of diverse food cultures, we have pursued 'what kind of bread is loved around the world,' using Hatsuddo's signature cream bun as a starting point. The answer we arrived at after numerous trials and errors is the deliciousness of bread brought out by the extremely simple yet profound flavors of 'salt and butter.'

Enjoy our sweet buns, where you can experience the aroma and texture unique to freshly baked, freshly made products.

Brand Story

Happiness tastes like salt and butter.

Born in Singapore, SIO & BUTTER.

10 years in Singapore.

Nurtured by diverse food cultures, we have continuously questioned deliciousness.

We arrived at the aesthetics of subtraction and trust in ingredients.

Turning the joy of freshly baked into a moment of happiness.

SIO & BUTTER is a bakery that delivers just that, straightforwardly.

Logo & Color

Based on Singapore Red, inspired by the Singaporean flag, it combines the alphabets 'SIO' and 'BUTTER' with the spelling of Singapore 'SP.'

Items

Sweet buns combining Belgian fermented butter x French rock salt x Hokkaido milk cream

Enjoy the sound, aroma, and chewy texture of bread baked on a griddle

Image of Freshly Made Milk Roll (Milk)

- Freshly Made Milk Roll (Milk)

1 piece 250 yen (tax included) / 3 pieces 750 yen (tax included)

A juicy, fragrant, deep-fried milk roll.

By kneading salt and butter into semi-hard bread dough and deep-frying it, you can enjoy its crispy, juicy, and overflowing umami and texture. We aimed for a addictive sweet and salty taste where the saltiness of the bread and the milk cream made with Hokkaido raw cream complement each other.

Instagram account @sioandbutter https://www.instagram.com/sioandbutter/

ekie Hiroshima Pop-Up Details

Venue: ekie Hiroshima 2nd Floor Omiyagekan (Hiroshima Station)

Period: Wednesday, July 1, 2026 - Monday, August 31, 2026

Time: 9:00 - 20:00

We will be demonstrating and selling the 'Freshly Made Milk Roll (Milk).' Other genres and flavors are scheduled to appear during the two-month event period.

At the venue, we will deliver the integrity of our ingredients and the joy of freshly baked products to our customers, while cherishing the background of our brand development in Singapore.

Hattendo International Co., Ltd.

Hattendo International Co., Ltd. is a group company of Hatsuddo Co., Ltd. (Headquarters: Mihara City, Hiroshima Prefecture, Representative Director: Takamasa Morimitsu). With the mission of 'Making people around the world smile with 'Delicious Japan',' centered around the 'Cream Bun' created by Hatsuddo, we promote overseas business planning, including alliances and collaborations.

*The information above is current as of the release date and is subject to change. *Images are for illustrative purposes only.

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