A small bakery in Hinata Town has become popular for a strange reason. Its newest bread seems to apologize.

The bread does not speak clearly. However, when customers press it lightly, it makes a soft sound like "sorry."

The baker says the sound is only air leaving the bread.

"It is not magic," he said. "It is just very polite air."

Students from a nearby school are buying the bread after class. One student said, "I was tired, but the bread apologized to me. I felt better."

The bakery now sells out before noon. Some customers ask the bread to apologize for homework, rain, and late trains.

There is one problem. A customer dropped a piece of bread yesterday. It made the sound three times.

"That was too sad," the customer said.

The bakery plans to make a new kind next week. It may say "thank you."