In a city famous for bagels, cronuts, and every dessert in between, a new donut contender has arrived — and it’s turning heads.
At the end of April, one of Japan’s most viral donut shops, “I’m Donut?”, officially opened its first international location in the heart of Times Square, New York City. Since opening day, crowds of tourists and locals alike have lined up for hours just to get a taste of what’s quickly becoming NYC’s most talked-about dessert: the “nama” donut.
🍥 What Is a “Nama” Donut?
“Nama” (生) means “raw” or “fresh” in Japanese, and in this case, it refers to an ultra-soft, airy, melt-in-your-mouth donut made from a mochi-style dough. These donuts are:
- Light and fluffy inside, with a delicate chew
- Rich in butter, yet not greasy
- Made fresh throughout the day in small batches
Chef Ryouta Hirako, the creative force behind “I’m Donut?”, describes his creations as “improvised art,” often inspired by everyday textures, feelings, and moments.
🍳 A Donut… with Bacon, Lettuce, and Tomato?
While many come for the Instagram-famous sweet “nama” flavors like matcha and custard cream, the brand is also pushing savory donut innovation. The New York BLT Donut is an imaginative creation that features:
- A glazed donut “bun”
- Smoked bacon
- Fried egg
- Leafy lettuce
- Tomato and mayonnaise
It’s not just playful — it actually works. The concept aligns with the brand’s philosophy of freedom, fun, and unexpected flavor fusion.
🎌 From Tokyo to Times Square
“I’m Donut?” originally launched in Tokyo, quickly going viral across social media for its:
- Unique product texture
- Vibrant visual appeal
- Queues that wrap around city blocks
The Times Square opening is its first international expansion, signaling a possible move toward global brand development — and a potential future in franchising.
💡 Could “I’m Donut?” Become a Global Franchise?
While no official announcement has been made regarding franchising, several signs suggest that “I’m Donut?” is testing international scalability:
- Massive viral demand — a proven concept with a cult following
- Modular store design — compact, efficient, and stylish
- Cultural fusion menu — appealing to both Eastern and Western palates
- Premium pricing power — gourmet donuts can be priced between $3.50 – $6 each
This aligns with global trends we’ve seen in brands like Mochinut, Duck Donuts, and Voodoo Doughnut, where uniqueness, culture, and visuals drive customer loyalty.
📈 What This Means for Donut Entrepreneurs
Even if “I’m Donut?” doesn’t offer franchises yet, it’s reshaping expectations in the donut industry by:
- Pushing the boundaries of flavor (sweet and savory)
- Elevating donut presentation and branding
- Inspiring other boutique brands to go international
If you’re exploring donut franchises in 2025, it’s smart to look for brands that embrace creativity, culture, and modern consumer trends — especially in urban and tourism-rich markets.
🧠 Want to Explore the Next “I’m Donut?”-Style Franchise?
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