I’m donut ? opened its first U.S. location at 154 West 45th Street in Times Square on April 22, 2025. The shop describes its signature “nama” doughnuts as light, soft and moist; that is the shop’s own description, not a firsthand tasting review. Here’s what its concept, published menu examples and visitor information say.
What is I’m donut ?
I’m donut ? is a doughnut concept founded by Chef Ryouta Hirako, with shops originating in Japan. Its Times Square shop is at 154 West 45th Street, New York, NY 10036. The company’s FAQ says the New York location opened April 22, 2025, so it is not a new 2026 opening.
The shop’s FAQ listed 11 locations in Japan and three overseas—in New York City, Taipei and Seoul—as of June 2026. It described Malaysia and Indonesia as coming in 2026. These are company-reported figures from that dated FAQ, not an independently audited current count.
What does “nama” mean here?
The shop says “nama” means “fresh” or “raw” in Japanese. It uses the term for doughnuts it characterizes as light, soft and moist. According to its FAQ, the brioche-style dough is made with a proprietary blend of Japanese flours, squash and organic shortening. Dough and toppings are made on-site daily, the shop says.
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- EASY TO USE: It is important to Spray with little Oil before using them and fill the batter carefully. Then simply place the molds on a cookie sheet .Easy to be removed as you can just pop the bottom of the mold up and slide the donut off the extended center. They are made to last a lifetime. No more metal rusting!
- WIDE HEAT RESISTANT RANGE: The High Temperature Resistance and frost resistance, safe operating temperature from -40℉ to 446℉, Can be use in Oven, Microware Oven, Freezer, Fridge & Dishwasher Safe.
That description signals the style the shop aims for; it does not establish how a particular doughnut tastes or feels to an individual customer. “Brioche-style” refers to the dough approach, while “nama” is the shop’s name for its fresh, soft-and-moist doughnut concept.
What kinds of doughnuts are on the menu?
The official FAQ gives examples rather than a guaranteed live menu. It names the signature original, chocolate and matcha nama doughnuts, as well as cream-filled, savory and vegan options. A New York BLT doughnut is cited as a Times Square flavor example.
Rank #2
- 【6-Cup Cat & Bear Donut Pan – Dual-Shape Design】Each donut measures 6.5 cm across. Unlike ordinary donut pans, our pan features both cat-shaped and bear-shaped cavities, allowing the batter to rise evenly and form recognizable animal shapes– resulting in adorable, perfectly shaped donuts.
- 【Heavy-Duty Carbon Steel – Warp Resistant】Heavy-duty 0.6mm carbon steel provides even heat distribution, withstands up to 220°C/430°F – ensuring even heating for every bake. Reinforced rolled rim edges designed provides added durability and prevents warping.
- 【PFOA/BPA/PTFE-Free Nonstick Coating】Food-grade nonstick coating – free from PFOA, BPA, and PTFE. Safe for baking, with excellent food release and scratch resistance. The high-density coating surface is smooth and non-porous – wipes clean easily with a soft cloth.
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- 【Hand Wash Recommended】Dishwasher safe, but to protect the coating, hand washing with warm soapy water is recommended. Light greasing is recommended for extended pan life. If you have a fair concern, please contact us, We are here to help.
Chef Hirako’s company-published FAQ answer describes a mix of familiar and new options: “The Times Square location will of course include the ‘I’m donut ? original’ — a bestseller in Japan. In terms of new flavors, NYC audiences will experience a new vegan flavor selection such as the Caramel Espresso Cream, Pistachio White Chocolate, etc. I’m donut ? Times Square will also offer savory donut options similar to the Japan locations.” The FAQ does not establish that every listed flavor remains available now, so check with the shop for current selection.
Vegan does not mean gluten-free
The FAQ says all of the shop’s doughnuts contain gluten. It separately describes a vegan doughnut blend made with plant-based yogurt, butter and almond milk. Anyone avoiding gluten should not assume a vegan option is suitable.
Rank #3
- Versatile Donut Baking: The Wilton Gold Non-Stick Donut Pan Set allows you to make a half or full dozen of donuts for breakfast, parties, and more; it measures 12.5 inches long by 8 inches wide and 1 inch deep
- Reliable, Even Baking: Our stainless steel donut pan is oven safe to 450°F and delivers consistent, even-heat distribution for perfectly baked donuts
- Made Without PFAS: This pan is made without PFAS; it's also scratch resistant so you can use it for many bakes to come
- Care & Use: The nonstick donut pan is dishwasher safe, saving you time and effort after every use
- Dependable Quality: Additionally, this donut pan features extended handles for easy use and resists warping
How do customers order, and is delivery available?
The shop says customers choose their doughnuts at the counter on a walk-in, first-come, first-served basis. Its FAQ said delivery would not be offered at least initially; that statement is not a current confirmation of delivery status. The FAQ does not provide a current wait time or a live queue estimate.
What is the Times Square shop like inside?
The shop’s FAQ describes a pink, glass-lined open kitchen, wood beams and translucent panels inspired by shoji screens. A six-ton granite boulder sourced from upstate New York serves as a communal table and service counter. The design puts the doughnuts’ on-site preparation in view and makes the stone feature part of the service area.
Rank #4
- 【Safety】:Our doughnut molds are made of high quality food grade silicone material, safe for baking doughnuts, bread, cupcakes, etc.
- 【Temperature Range】: -40 to +230 degrees Celsius, remains soft and undeformed after baking and freezing. Versatile application for making chocolate, muffin cake, mousse sweet and cake decoration.
- 【Foldable】:The flexibility of silicone allows the pans to be folded without damage, and it can simply unfold to its initial shape.
- 【Easy to Clean】:You can put them in the dishwasher or wash them by hand. The silicone trays are non-stick so the dough won't stick to cavities, and even if it does, you can easily clean it with warm water.
- 【Heat Resistant】:These pans are safe to use in the oven, microwave and refrigerator, but don't expose them to flames.
The location also has a matcha service counter, according to the FAQ. Chef Hirako’s explanation for choosing Times Square appears in the same company-published material: “New York is an iconic city that draws people from all over the world. It is also a gourmet destination with a discerning palate. The best way to introduce my donuts to a global audience is to open a store here. Everyone in the world knows Times Square – this is my dream.”
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What else can visitors buy?
The official gift-card page lists digital gift cards that are valid only at the Times Square location. The shop’s merchandise page lists keychains, cooler bags, a tote, mugs, caps, a water bottle and sticker packs, and says merchandise is available in-store only.
Best Value
- 3 SHAPES FOR BAKING: This baking set includes 3 kinds of shape—heart, pumpkin, round. Different designs of the donut can satisfy your different preferences and needs
- FOOD GRADE SILICONE: Silicone donut molds are made of food-grade silicone, durable and reusable.
- EASY TO CLEAN AND STORE: Silicone bakeware is dishwasher safe and easy to clean, or just wash with hot soapy water. The pot is flexible, easy to store, and can even be folded and then bounced.
- EASY TO USE: It is important to Spray with little Oil before using them and fill the batter carefully. Then simply place the molds on a cookie sheet .Easy to be removed as you can just pop the bottom of the mold up and slide the donut off the extended center. They are made to last a lifetime. No more metal rusting!
- WIDE HEAT RESISTANT RANGE: The High Temperature Resistance and frost resistance, safe operating temperature from -40℉ to 446℉, Can be use in Oven, Microware Oven, Freezer, Fridge & Dishwasher Safe.
Why is the shop described as viral?
The company’s press page lists coverage in The New Yorker in November 2025 and The New York Times in January 2026. Those listings establish that the shop attracted media coverage after opening, but they are not a measurement of customer numbers or popularity. No independently sourced sales, visitor totals or measured wait times are established here.
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