Japan’s iconic I’m donut? will debut its first Malaysian outlet on September 12 at The Exchange TRX

KUALA LUMPUR, Aug 28 — In September, Japan's beloved I’m donut? will make its debut in Malaysia at The Exchange TRX. The iconic donut specialty shop, founded by chef-owner Ryota Hirako in 2022, has outlets across Japan, Seoul, and New York, with some even featuring gluten-free options. This will be I’m donut?'s first Southeast Asian location. A second outlet in Jakarta has been rumored, but no confirmed opening date has been announced yet.

What sets I’m donut?'s donuts apart is their unique texture and presentation. Each donut boasts a crisp exterior and a soft, melty interior that seems to question its identity, pondering, "Am I a donut?" All donuts are expertly shaped and hand-fried. The secret to their signature texture lies in an original brioche dough, which incorporates a proprietary flour blend and Japanese kabocha pumpkin.

For the Malaysian opening, I’m donut? enlisted Japanese art director Yuni Yoshida to design visuals that highlight their donuts as precious jewels. Yoshida has previously created artistic visuals for I’m donut? locations in New York and Seoul, featuring framed paintings of the donuts and their ingredients, as well as donuts arranged in table settings, candlesticks, mugs, and glasses.

I’m donut? offers an extensive range of donuts, from classic flavors like the Original filled with custard to more adventurous options such as Pistachio Cream and Cacao. While sweet flavors dominate, savoury options are also available in other locations, including Anchovy Cream in Seoul. Glazed donuts can even be transformed into sandwiches with various fillings.

In Japan, savoury toppings include teriyaki egg, keema curry, and prosciutto. In New York, glazed donuts take on new forms, becoming BLT or chicken teriyaki ginger sandwiches. Each country boasts its own exclusive limited flavours, such as peanut butter cream and concord grape jelly in New York, and seaweed, honey makgeolli cream, and matcha honey sesame cream in South Korea.

While specific limited edition flavours for Malaysia remain unknown, fans eagerly await the September 12 reveal, hoping for unique treats like pandan and gula Melaka or even a nasi lemak-inspired donut. The possibilities are endless, and the excitement builds as I’m donut? prepares to introduce its Malaysian outpost.