Japan is no stranger to dessert trends, but few have captivated the nation’s sweet tooth quite like I’m donut?, a fresh donut specialty shop that has redefined what a donut can be. Since its debut in 2022, the brand has attracted long lines, sparked a cult following, and become a must-visit stop for food lovers in Tokyo and beyond.
Now, this uniquely Japanese take on the classic treat is making its mark internationally, with the April 2025 opening of a flagship store in New York City's Times Square.
These donuts look like the familiar treat, but taste and feel unlike any others. The dough is made with a blend of flours and kabocha (Japanese pumpkin), providing a moist yet fluffy texture. Another big part of the brand’s appeal is that each location often features unique or seasonal flavors. Signature items include the original I’m donut? along with matcha, chocolate, and other fillings that showcase Japanese ingredients, and some stores even offer savory donut flavors like prosciutto or keema curry.
In Japan, it’s common to see people lining up before stores even open. Travelers seek it out after hearing about it online, and locals return again and again for the familiar yet surprising taste.
Now in New York: I’m donut? Times Square
In April 2025, I’m donut? opened its first international location in Times Square, New York City. Customers started lining up from 6am on opening day, and by the 10am opening time, more than 200 people were in line. Inside, the shop has an open kitchen and minimalist design, and offers some New York exclusive flavors like the PB&J (peanut butter cream filling and concord grape jelly) and the Sake Cream (original nama donut with dry junmai sake and chantilly cream filling).
Alongside the original donuts, the New York menu includes drinks made with Uji matcha from Kyoto, adding a distinctive Japanese element to the experience. The reception has been overwhelming, with lines lasting up to three hours and items selling out before closing time.
The expansion to New York marks an important step for I’m donut? as it transitions from a local favorite to an international brand. Still, the company remains focused on what made it special in the first place, including creative recipes, a unique texture, and a sense of fun.
