Japan’s Fluffiest Pastry Obsession Is Going Global

Travel

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For world travelers, there are some culinary experiences so transcendent, they’re worth rerouting a layover—or extending your vacation by an extra day. And for those in the know, “I’m donut ?” is one of them.

Born in Japan and now popping up on international travel itineraries, “I’m donut ?” is not just a bakery. It’s a sensation. It’s a soft, silky, fermented miracle that’s captured the hearts—and social media feeds—of food lovers around the globe. With the opening of their newest outpost in New York City, this cult Japanese brand has officially gone international, offering jet-setters yet another delicious excuse to wander.

But if you think this is just a one-location wonder, think again.

The Journey Begins in Japan

“I’m donut ?” was first introduced in the bustling neighborhoods of Fukuoka and Tokyo by the creative team behind Amam Dacotan, one of Japan’s most acclaimed artisanal bakeries. With their signature soft dough, airy interior, and barely-there sweetness, these donuts redefined the pastry experience for a country known for turning culinary precision into an art form.

Within months, lines were forming down the block at every location. Locals waited patiently. Tourists began plotting visits. Soon, food lovers across Asia were making detours to Fukuoka or Shibuya just for a taste. TikTok and Instagram helped the buzz cross borders, and the donut that didn’t even look like a donut became the pastry world’s best-kept secret.

Today, the brand boasts multiple locations in Japan, each one with its own local flavor variation. The Shibuya shop leans into trendier flavors like crème brûlée and lemon basil, while the Fukuoka branch keeps things classic with custard, chocolate, and seasonal ingredients like yuzu and matcha. Each shop is minimalist and understated, designed to feel like a little treasure you were lucky enough to stumble upon.

Now Boarding: New York City

In spring 2025, I’m donut ? quietly touched down in New York’s Times Square—its first location outside Japan—and the word spread fast. But the NYC opening is less of a departure and more of a passport stamp in what’s shaping up to be a global pastry pilgrimage.

Located at 154 W 45th Street the Manhattan location mirrors the Japanese originals: sleek, minimalist, and intimate. You’ll find the same airy dough with its impossibly fluffy interior and a curated selection of flavors, including Japan-imported hits like sweet potato, black sesame, and matcha white chocolate—alongside new U.S.-inspired creations like espresso mascarpone and maple cream.

And while it’s new on American soil, it keeps the same rules: No delivery apps. No flashy gimmicks. Just first-come, first-served magic. It’s all about the experience—from watching the bakers shape and fry the dough in real-time to that first unforgettable bite.

A Flavor Trail Worth Following

For travelers who collect bites the way others collect souvenirs, “I’m donut ?” is becoming a must-hit destination on the international culinary map. Here’s how to add it to your itinerary:

• Fukuoka, Japan – Visit the OG location near Tenjin and explore where the doughy magic first began. Pair your donut with a stroll along the Naka River.

• Tokyo, Japan – Hit the hip Shibuya or Daikanyama districts, and then explore nearby vintage shops and local cafes.

• New York City, USA – Make it your breakfast stop before a wander through Washington Square Park or a day at the Met.

And rumor has it: Paris and Seoul are on the horizon. That’s right. The world’s most delicate donut is quietly launching a global takeover.

Why This One’s Worth the Miles

What sets “I’m donut ?” apart isn’t just the flavor—it’s the philosophy. The brand embraces the Japanese shokunin spirit of craftsmanship, elevating something humble into something sublime. The dough is fermented low and slow, creating a chewy interior and lightly crisp exterior. The sweetness is subtle. The presentation? Simple but elegant.

It’s a donut that tastes like it’s whispering, not shouting. A dessert designed to be savored—not devoured in three bites between subway transfers.

Passport Tips: How to Plan Around a Donut

1. Arrive Early – Shops open around 10AM and usually sell out by early afternoon.

2. Follow Local Socials – Each location has its own page with updates on flavors, hours, and occasional pop-up exclusives.

3. Pack Light – If you’re flying home with a box, remember: they’re freshest day-of. And yes, TSA might ask questions.

4. Don’t Rush – Whether in Tokyo or NYC, take a beat. Watch the process. Photograph it. Make the donut part of the story.

Final Boarding Call: Whether you’re tasting your first bite in Fukuoka, Tokyo, or now New York City—“I’m donut ?” is a global treat that every foodie traveler needs on their radar (and itinerary). Add it to your list. Stamp your tastebuds’ passport. And don’t be surprised if you book your next trip just to try another flavor.

Because some journeys start with a plane ticket… and end with a donut.

Stay hungry, stay curious—That Passport Life style.