When high-end Japanese shokupan (milk bread) bakery Ginza Nishikawa @ginzanishikawa opened its first U.S. location in a Los Angeles ghost kitchen this past July, the $18 loaves sold out almost immediately, every day, through an online ordering system. “We open at 8 a.m. and within two or three minutes it sells out,” says co-owner Noriko Okubo. “It’s almost like getting a concert ticket.” Okubo initially thought that the massive orders stemmed from customers feeding large families or hosting gatherings, but when Yelpers complained that the bread was reselling for a markup ($22 to $33) on the Chinese social shopping platform Xiaohongshu (including a photo of one car trunk filled with 50 loaves), she limited online sales to three loaves per customer. Read about the hottest bread loaf in LA by tapping the link in bio. Story by @jeanstrinh