The brand’s name “I’m donut ?” playfully questions our perception of what a donut can be, a nod to delightfully surprising creations. The question mark further symbolizes the donuts’ intriguing and unexpected nature.

Times Square is the inaugural U.S. location. There are five locations of I’m donut ? in Japan.

The term "nama" means "fresh" or "raw" in Japanese, and it is used to describe these donuts because of their notably fresh, soft, and moist texture. The nama donut is texturally different than any other donut. One differentiator is that we use squash in our dough. We often use kabocha, although other types of squash also work well.  The nama style of donut is distinguished by its focus on freshness and its delicate balance of flavors.

Our meticulously handcrafted brioche dough is made with a proprietary blend of premium ingredients. We source high-quality ingredients from Japan and locally. Our dough and toppings are handcrafted on-site daily, ensuring a premium, unforgettable donut.

Our vegan donuts are made with our own vegan blend, with plant-based yogurts, butters, and almond milk.

The signature nama donuts come in three flavors: plain, chocolate and matcha, which will be available at Times Square. There will also be a selection of cream-filled, savory and vegan donuts that have been popular in Japan.

We see New York as a city where people from all over the world come together. It is also a gourmet city with a discerning palate. We thought the best way to get people from all over the world to taste our donuts would be to open a store in Manhattan.