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.

“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,” said Chef Ryouta Hirako.

In Japan, Chef Ryouta Hirako’s concepts include Italian restaurant hiracon'chez (2012), Amam Dacotan (2018〜), I’m donut ? (2021) and dacō / dacō？(2023〜). After carefully building his businesses in Japan, he felt ready to debut in New York.

Right now, we are solely focused on the Times Square location of I’m donut ? 

Nama donuts – melt-in-your-mouth delights – are the I’m donut ? signatures. The term "nama" means "fresh" or "raw" in Japanese, and it is used to describe these donuts because of their notably light, soft, and moist texture. The nama style of donut is distinguished by its focus on freshness and its delicate balance of flavors.

Item descriptionOur nama donuts are made with a brioche-style dough that uses a proprietary blend of Japanese flours, squash, and organic shortening. Chef Ryouta sources exclusively natural, high-quality ingredients, and his specialty dough and toppings are meticulously handmade on-site daily, ensuring a premium, unforgettable donut.

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

Nama donuts are texturally different than any other donut. Their light, airy, melt-in-your-mouth quality is due to their unique recipe. 

The signature nama donuts come in three flavors: original, 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.

“A mix of both! 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 NY BLT is a brand new flavor inspired by the classic sandwich: smoked bacon, vine ripened tomato, leaf lettuce and an organic egg, served in between a glazed donut bun,” said Chef Ryouta.

Guests that visit I’m donut ? times square will be able to select donuts at the counter.

Donuts will be available on a walk-in and first come, first served basis. At least initially, we will not offer delivery.

We source locally, which will influence Chef’s selection. Ingredients and flavor profiles will be determined by provenance and availability. We are also introducing new donut flavors, exclusively in Times Square.

The shop’s interior design reflects the personal vision of Chef Ryouta, who worked alongside New York’s Carlton Architecture to honor Japanese sensibilities of delicacy and modesty while creating a reprieve from the intensity of Times Square. A pink glass-lined open kitchen is designed as a tiered performance space where customers become the audience and the staff become performers, with donut creations taking center stage. Up above, translucent LED panels and wood beams mimic traditional shoji screens. 

Just outside the kitchen, a striking six-ton granite boulder sourced from upstate New York forms a communal table as well as service and drink counters that offer a matcha tea ceremony. The exterior of the store is accented by an outsize version of the signature glowing, block-lettered I’m donut ? signage.

Mike Carlton of Carlton Architecture, PC.

While Chef Ryouta will be very involved with the opening of the Times Square location, he is appointing a U.S. culinary team.

The Times Square location of I’m donut ? will open in 2025.

While we have not yet confirmed what the hours of operation will be during the opening weeks, we plan to be open daily, from morning through late night; so that customers can have breakfast, lunch, dinner, or a late night snack.

“I’m very excited to open our first overseas location in New York. I'm donut ? offers fresh and unique donuts that can only be experienced in Times Square. We look forward to welcoming as many people as possible to our shop!” said Chef Ryouta.