Bread In a Can

Mmm. Bread. Delicious (well, somewhat) canned bread. In Japan, canned bread is a tasty treat for otaku. Among the t-shirts and hug pillows being offered at an upcoming event for Xbox 360 gameDream Club, there are cans of bread. The cans feature characters from the virtual hostess game.

If you've never had Japanese canned bread, there is a novelty factor. Hey, bread in a can! But with so many delicious bakeries in the country, there's the simple question of why anyone would want it. Sure, you can carry it around, chuck it in your backpack. What canned bread does allow is the commodification of popular games or anime in way that bread wrapped in plastic bags does not. Slap an illustrated label on a can of bread, and bam, you've got Dream Club canned bread. Magic! It's much more striking than, say, Pokémon bread.

Canned bread is not a Japanese innovation. It's been available in New England for decades—B& M Brown Bread is a camping and emergency food stash stable. Boston brown bread was born out of necessity. Colonists baked bread from the resources they had, and since not all settlers had ovens, they cooked the bread in cans.