Estimated reading time: 7 minutes
The Japanese donut chain I’m donut? has been taking the world by storm the past year. Created by the same owner as AMAM DACOTAN bakery, this donut shop with cult-like following has been all over social media. Long lineups is the norm here- not the exception!
If you are interested in trying these mochi mochi chewy donuts, here’s how NOT to waste your time queueing up for it.
What is I’m Donut?
The playfully named I’m donut ? was created in by chef Ryouta Hirako. He is also the owner of Fukuoka-born bakery Amam Dacotan and hip café dacō. Isn’t it the greatest name for doughnut shops? So philosophically existential 😂
The highly hyped chain specializes in nama-style donuts. The term “nama” donut means fresh, raw donut and it has been a big trend in Japan in recent years. First came the nama shokupan, a fresh milk bread made famous by the Nogami bakery chain. Now that Nogami locations have closed, the hours-long lines seem to have shifted to this donut shop.
Described as “fresh, melt-in-the-mouth delights that are both fluffy and light,” the popular doughnut shop has gained a cult following online and offline. Videos on TikTok – make the shop even more viral than it was, and I wanted to find out if this is really the best donut out there!
I’m donut ? locations
There are 4 locations of this popular chain in Tokyo:
- Shibuya (Opening Hours Mon – Sun from 11am – 8pm)
- Harajuku (Opening Hours Mon – Sun from 10am – 8pm)
- Nakameguro (Opening Hours Mon – Sun from 9am – 7pm)
- Omotesando (Opening Hours Mon – Sun from 11am – 8pm)
*Opening hours might change, please check with the restaurant before visiting.
My experience at the Omotesando branch
I went to Tokyo in August 2024 and was very curious about all the hype surrounding I’m donut. I knew that I definitely did not want to spend 2 hours lining up under the harsh summer sun, so I scheduled my visit accordingly!
Sure enough, I only had to wait for 15 minutes. Eating fresh donuts is the best way to start the day! 🍩😋
What time should I come?
I chose to come 15 minutes before the Omotesando location opens on a weekday. Ten minutes before the opening time, a snaking line of eager customers had started with 9 more people behind me 😱. The queue starts early!
Try to come 15 minutes before the location opens; note that each branch has different opening times. If you are interested in a particular item, come early! They do sell out of some flavors by noon.
What is the average price?
The price ranges from 220 to 510 JPY before taxes, averaging at around 350¥. The filled doughnuts are more expensive than the glazed or plain ones.
How does the menu look like?
The delectable offerings include both sweet and savory kinds, some with wacky flavors! They have a seasonal menu and it changes every few months. Their bestseller, though, is a staple and is kept on the menu at all time with the seasonal offerings.
When I visited, they handed me a clipboard, a pen, and a fillable order form. You just need to write down the amount you’d like for each type, hand the clipboard back to the staff, and they will pack them up for you as you pay.
What I ordered
1. The bestseller: Pistacchio (¥460) ✨
The pistachio custard filling is out of this world! Good news: they give you plenty of it. The dough is light and chewy at the same time, unlike any other brioche donuts I’ve ever had. Imagine soft, rich bread with QQ chewy texture, it’s a new experience for sure! This is definitely not just another Krispy Kreme nor Mister Donut. Though it is too oily, which I’m not a fan of.
2. The bestseller #2: I’m donut ? (¥220) 🍩
The second bestselling flavor, I’m donut ? has the same dough as the pistachio flavor above. Though very soft and fluffy, I think it’d be redundant to get this one if you are already getting the pistachio. Very oily as well 😭
3. Custard (¥450) 🍮
Man, I love their custard based fillings! It’s so smooth, silky, and creamy without being too overwhelming. It has the same dough as the above two flavors, and I can’t enough of the unique textures. I ate this one the next day- I can confirm that it is better to eat it on the same day! 😅
4. Lemon white chocolate (¥290) 🍋
The lemon white chocolate flavor was my least favorite of them all. The first thing that hit me was the different mouth texture. The dough is different from the above three, definitely not pumpkin-based like the others. The texture is stiffer, drier, and chewier. The glaze is quite sweet and the lemon flavor was not remarkable. Their filled doughnuts are much tastier to me.
What should I order?
If you can only order one thing, definitely order the all-time bestseller: the pistachio donut! This pillowy fried goodness is filled with pistachio custard and dusted with sugar.
The staff told me that the second bestselling item on their menu is the sugar-covered I’m donut. This one does not have any filling, and I don’t think you should get it if you’re already getting the pistachio. The custard is a great one to get as well, if you don’t like nutty flavors.
Are these really the best donuts ever?
So the most importation question is: are they delicious?! Why do people wait for hours for these fluffy fried doughs? Not to worry, I am here to answer your burning questions.
They are very yummy and worth the hype! Though I wouldn’t spend 1+ hour lining up for it.
The pumpkin dough is very moist, fluffy, and QQ/chewy at the same time. This texture is SO DIFFERENT from any other sweet treat I’ve ever had in my life, seriously. The pistachio custard filling is the best part, it’s perfectly nutty, creamy, and not too sweet. The only thing I dislike was that the dough was too oily!
I’d rate it… 7.8/10
Payment options
Digital payments, cash, and credit cards are accepted here.
I’m Donut is going to New York City!
Due to overwhelming popularity in its native Japan, the donut chain is now expanding to New York. Its New York location is scheduled to open in Fall 2024. Do you think New Yorkers will be the next ones to wait in line?
P.S. = Are you in Japan? Check out my Japan posts! Also, did you know that fortune cookies were invented in Japan?
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