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in the news: press and reviews

january 2026: new york times

Doughnuts from Tokyo, Los Angeles and Montreal

The city’s hottest doughnut shops are transplants, all with a unique take on the breakfast favorite.

november 2025: the new yorker

I’m Donut ? and the Allure of the International Chain

The viral Japanese bakery, now with a location in Times Square, is one of the few imported brands that has broken through to become genuinely hot while maintaining considerable good will.

october 2025: the manual

Meet hojicha: The roasted tea that’s winning over coffee lovers

Why Hojicha is set to be the next big fall drink

june 2025: nbc new york

Japan's most viral donut just hit NYC and it's not what you'd expect

Ashley Bellman explores Japan’s famed donut shop to find out why their savory and sweet donuts have people lining up down the block.

june 2025: delish

People Are Waiting HOURS For These Viral Donuts—Is It Worth It?

I put eight flavors to the test.

June 2025: purewow

Everybody’s Talking About Nama Donuts This Summer—Here’s What They Taste Like

How are they so fluffy?!

april 2025: eater

A Japanese Doughnut Shop Has Opened Its First U.S. Location in New York

New York is arguably a doughnut city and has plenty of places to get them: But I’m donut? separates itself by using pumpkin in a brioche dough that lends a soft, fluffy, and slightly moist texture.

april 2025: forbes

The Smash-Hit Japanese Donut Shop I’m Donut? Arrives In New York

I’m donut ?, a Tokyo doughnut chain with five locations, has signed a lease for its first U.S. location near Times Square

may 2024: food & wine

Tokyo's Favorite Doughnut Shop Is Coming to New York City

I’m donut?, one of Japan’s favorite donut shops, opened in New York’s Times Square

may 2024: eater

A Big-Deal Tokyo Doughnut Shop Is Coming to Manhattan

I’m donut ?, a Tokyo doughnut chain with five locations, has signed a lease for its first U.S. location near Times Square

time out new york

This buzzy Japanese donut shop is opening in Times Square

I'm donut ? questions the very essence of what a donut could and should be