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If you happened to find yourself in Times Square over the past few months, you may have spotted a glowing white question mark stamped on a wall across the street from the Lyceum Theatre. You might’ve asked yourself, ‘What does it mean’ or ‘Is it an art piece?’ But before you question your existence for too long, we are here to tell you the mysterious logo is tied to I’m donut?, a shop known for its airy and light doughnuts imported straight from Japan. Your next question might be, 'So what is I’m donut? all about?'
RECOMMENDED: This buzzy Japanese donut shop is opening in Times Square
I’m donut? officially opened its doors in Times Square this morning (154 West 45th Street), and by the looks of it, the lines are already around the block. Founded by chef Ryouta Hirako, this is I’m donut?’s first foray outside of Japan where it has six locations across Tokyo and Fukuoka. So why now and, more importantly, why New York? According to Chef Hirako, he knew his airy and light creations would find a home here.
“When I began seeing people’s excitement and reactions to their first bite of one of my donuts, I knew I had something special. Surprise, sometimes confusion, happiness and smiles,” says Chef Ryouta in a press release. "I decided that I wanted to share these donuts with people everywhere. Everyone in the world knows Times Square—this became my dream.”
The Times Square store keeps a minimalistic cool with translucent panels and exposed wooden beams made to look like traditional shoji screens and elements of stone including a granite standing table and counter made to mimic a Japanese rock garden. There’s a small area for retail upfront, including stickers, hoodies and sweatshirts designed by Japanese designer Yuni Yoshida and even candles made to look like doughnuts. While you wait, you can peer behind the counter for views of the tiered open kitchen to see how the doughnuts get made.
Focusing on the concept of “nama” or fresh, Chef Hirako pushes the boundaries of what a doughnut can be. Several favorites from Japan are available including the brioche-style powdered sugar, I’m donut? original, with variations made with matcha and chocolate. Custardy cream-filled donuts are also on rotation, including the Matcha Cream and the Caramel Espresso Cream. The shop also has a number of selections unique to New Yorkers, including the PB&J, with a blend of smooth peanut butter cream and Concord grape, and the Sake Cream, with dry junmai sake and chantilly cream filling. Savory items sandwiched between two doughnut halves are also exclusive to NYC, including breakfast bites like the Scrambled Eggs and Sausage in a Blanket. Heartier appetites call for the NY BLT crafted with local and small-batch smoked bacon, a thick tomato slice, lettuce and an organic egg.
Chef Hirako didn’t forget about vegans either, as the NYC shop has vegan-friendly Pistachio White Chocolate, Strawberry Chocolate and Glazed doughnuts. If you need something to wash it all down, the shop offers hojicha and ceremonial-grade matcha for iced drinks and lattes on the go.
Much like many of the bakeries that have opened as of late (including the second location of Radio Bakery and Filipino bakery Kora, to name a few) waits are to be expected. But if you'd rather be first in line, put on your most comfortable shoes to see what's new and happening in the doughnut sphere.