Japan’s iconic I’m donut? will debut its first Malaysian outlet on September 12 at The Exchange TRX
Japanese donut specialty shop 'I'm donut?' is set to open its first Southeast Asian outlet at The Exchange TRX in Kuala Lumpur on September 12. The brand is known for its unique brioche-based nama donuts and artistic visual collaborations.
Why it matters
The expansion highlights the growing trend of premium Japanese food brands entering the Southeast Asian market.
KUALA LUMPUR, Aug 28 — September just got a lot sweeter as Japan’s I’m donut? will be opening at The Exchange TRX on September 12.
Founded by chef-owner Ryota Hirako back in 2022, the donut specialty shop has locations all over Japan, Seoul and New York. Some outlets are also labelled gluten-free.
This Malaysian outlet located on the ground floor of The Exchange TRX will be their first Southeast-Asian outpost.
Another outlet in Jakarta has also been teased on social media, but there is no confirmed opening date yet.
What makes these nama donuts totally unlike a traditional donut is their crisp exterior and airy, soft interior that melts in the mouth — so much so that even the donut faces an existential crisis, asking, “Am I a donut?”
That’s why each paper covering your takeaway donuts has a question mark on it.
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