If you’ve happened to be in Times Square in the past few months, you may have noticed a gleaming white question mark printed on the wall across from the Lyceum Theater. You may have asked yourself, “What does that mean?” or “Is this a work of art?” But before you question your existence for too long, we’re here to tell you that this mysterious symbol has something to do with I’m donut?, a shop known for its fluffy, light donuts imported directly from Japan. Your next question might be, “So what exactly is I’m donut??”
I’m donut? officially opened this morning in Times Square (154 West 45th Street), and it looks like the line is already stretching around the block. Created by chef Ryouta Hirako, this is I’m donut?’s first foray outside of Japan. It currently has six locations in Tokyo and Fukuoka. So why now, and more importantly, why New York? According to Chef Hirako, he knew his light, airy creations would find a home here.
“I knew I had something special when I saw people’s excitement and reactions when they tasted my donuts for the first time. Surprise, sometimes confusion, sometimes joy and smiles,” Chef C Ryouta said in a press release. “I decided I wanted to share these donuts with people all over the world. People all over the world know about Times Square—it became my dream.”
The Times Square store is minimalist in style, with translucent panels and exposed wood beams creating the atmosphere of traditional shoji screens, and incorporating stone elements, including granite standing tables and counters that mimic Japanese rock gardens. There is a small retail area for sale, including stickers designed by Japanese designer Yoshida Yujin, hoodies and sweatshirts, and even candles shaped like donuts. While you wait, you can watch the donuts being made in the stepped open kitchen behind the counter.
Chef Hirako focuses on the concept of “raw” and continues to push the boundaries of donuts. The shop offers a variety of specialty donuts from Japan, including a brioche-style powdered sugar donut (original), as well as matcha and chocolate flavors.
There are also matcha cream donuts and caramel espresso cream donuts to choose from. The shop also offers a variety of New York-only donuts, including the PB&J (a smooth blend of peanut butter and Concord grapes) and the sake cream donut (filled with pure rice sake and Chantilly cream). The savory options sandwiched between the two donuts are also unique to New York, including breakfast snacks such as scrambled egg sausage rolls.
For those with a bigger appetite, the NY BLT is made with local small-batch smoked bacon, thick tomato slices, lettuce and organic eggs.
Chef Hirako also caters to vegetarians, with vegan-friendly pistachio white chocolate, strawberry chocolate and frosted donuts. If you need some energy, the shop also offers hojicha and ceremonial-grade matcha, which can be taken on the go as iced drinks and lattes.
As with many recent bakery openings (including Radio Bakery’s second location and Filipino bakery Kora, to name a few), lines are to be expected. But if you want to be at the front of the line, put on your comfiest shoes and check out what’s new in the donut world.
Related topics: