I’m donut?

Nama donuts are the whole point

Order the original plain nama donut first and the format explains itself: a Japanese fresh donut with an airy, almost weightless crumb, light sweetness and none of the heavy fry that defines the American style. I’m donut? does not hedge that focus with bread, croissants and cakes on the side. Founder Ryouta Hirako built the brand in Tokyo around one exacting item, treating the nama donut as both a bread-like base and a pastry specialty, and the Times Square shop is the first in the United States, putting New York City in a line that starts in Tokyo.

The list stays tight. A custard cream nama donut adds the filled side, seasonal filled donuts rotate through the case, and vegan and plant-based versions widen the range without leaving the nama format. The outlier is the anchovy-cheese donut, the anch-cheeseut, a limited savoury experiment built for argument as much as comfort.

An open production room in Times Square

The Theater District branch opened in April 2025 as Hirako’s tenth shop and one of only five I’m donut? locations worldwide, which is why the first day drew a queue around the block. The room is unusually large for a donut shop at 5,725 square feet, sized for high-volume production rather than seating.

The open kitchen is the centre of it. Staff work in full view, so the wait ties to visible production rather than a hidden back-of-house, and batches are made for the day instead of stocked endlessly, which is why popular flavours feel urgent. The interior stays polished and minimalist, anchored by a glowing question mark. Counter service moves quickly: queue, order, collect, go.

Start plain, then go filled

The plain nama donut is the clearest read on what Hirako is after: softness, lift and restrained sweetness rather than glaze weight or oil richness. It is the fluffiest thing on the counter and the fairest test of the style.

Then move to the custard cream nama donut for contrast. The filled format keeps the airy base and adds a richer centre, which makes it the natural second step. Seasonal filled donuts are worth a look when they appear, especially to see how the shop stretches the nama structure beyond its core flavours. Leave the anchovy-cheese donut for last, and only out of curiosity. The best visit is a small progression: plain for texture, custard for filling, seasonal for variation.