I'm donut ? times square

It really doesn’t have an atmosphere, it’s truly just business. You place your order in the line outside the store and once you’re inside, you pay and the order is fulfilled. Very nice variety of donuts; it’s the experience. We tried originals and NYC ones. Delicious and unique. Not your daily donut spot, but one for the NYC experience I would say.

I am not sure why the reviews are so low (a 3.7 at the time of my review) because their donuts are delicious. Yes, they are a bit pricey but not much more than any high end cupcake or cookie shop. The donuts are light and airy. when you walk in you can smell the oil, fried dough and the deliciousness of the donuts! I went on a Sunday afternoon, about 2pm and waited in line about 15 minutes. There is someone outside with menu sheets for you to pick your items. There is a wall with branded items and a counter with a donut and sandwich replicas. The staff was very friendly and welcoming. They seemed concerned when they thought I didn’t like my tea and offered suggestions. The custard was the best donut. The custard was perfect - light and airy not gooey or like they used gelatin. I would definitely return

The service was amazing! Everyone was super friendly especially staff who helped us navigate as we entered. The donuts was pretty small, just me and another girl, and we ended up skipping dinner and shared six donuts instead, which turned out to be the good amount. The hojicha was good, and our favorites were definitely the matcha and the custard. We weren’t fans of the sake and pistachio glazed donuts. And there was no line on Wed 6pm

The wait at I'm Donut in Times Square is absolutely real, but so worth it! 🤤 We joined the queue an hour before their 10 AM opening and were lucky enough to be eighth in line – good thing, because the line quickly grew to insane lengths behind us. Stepping inside, the high ceilings and the sheer energy of the staff were incredible; everyone was working at an impressive pace, from making beverages and donuts to taking and packing orders. Their nama donuts are truly next-level: incredibly fresh, unbelievably fluffy, and they seriously melt in your mouth. The original and caramel espresso cream flavors were pure bliss. Easily the best donuts I've ever had! Since there's no seating at I'm Donut, we brought our coffee and donuts back to our hotel lobby to savor every bite. If you're in Times Square and craving an unforgettable donut, this is the spot!

I’m donut? at Times Square opens at 10 AM and draws a line fast—but it moves efficiently, taking about 20–25 minutes. The queue wraps onto a blocked-off street, keeping the sidewalk clear, which is a nice touch. You’re given an order form to fill out while waiting, making the process quick once inside. I tried the original, pistachio white chocolate, peanut butter jelly, and custard. The dough is wonderfully light, fluffy, and chewy—truly a standout texture. My only complaint: you can taste the oil, even though the donuts themselves aren’t greasy. The custard filling is smooth and subtle, not too sweet.

I showed up around 940 am on a Sunday in the beginning of June with a short line.. about 16 people. Extra security provided to keep the line moving smoothly. They have a great system to get everyone in and out quickly. Now about the donuts. Yes they are pricey. Taste/ texture: light and bouncy and not too sweet. So for your cake style donut lovers, these aren't for you. Subtle flavors and not heavy and guilty feeling. Love it or hate it depends on your preference on your type of sweet and how u like you sweets. Note: due to it being light and airy, it is easily to eat too many...

I was lucky enough to walk in with no line, but I don’t think it would have been worth it to wait in line. While the texture of the donuts was unique, very fluffy and light, there just wasn’t much flavor? I got a matcha one and a coffee espresso one and was underwhelmed by both. Also quite price-y, and the packaging is wasteful. I only got two donuts and they gave me a whole cardboard box that easily fits 6, when it could’ve just been a paper sleeve bag like every other pastry shop. The staff are very nice though!

“The doughnuts at I’m Donut are Nama-style, which translates to “fresh.” Unlike most brioche doughnuts, these pastries are made with kabocha squash and vegetable shortening, resulting in a distinctly chewy, melt-in-your-mouth consistency.” - Food & Wine, 2025 Really phenomenal savory/sweet donuts! I enjoyed the matcha signature, BLT and sake cream. Would come back. Operations/queuing: I came on the second day of grand opening so the line was 2 hours long. Someone outside helped direct the folks but someone still cut the line behind me. Folks could look at the menu at the front of the line and mark up their order, but the time to make the sale inside the store and box the donuts took way too long. Why only one active POS register? It felt like overall they could have sold a lot more donuts if the transaction process could improve.

I didn't go to this in Japan but heard from my cousin who's a NY local that a US location opened up. So happy she gave this recommendation because I fell in love with their donuts! I've tried a mix of their classics, NY only cream filled ones and 1 vegan donut. Classics are not sweet when comparing to the typical American donut. These are Japanese donuts and they do feel more doughy and definitely way less sweet. The classic one has a slightly sweeter taste compared to the matcha one - I think it's due to the powdered sugar on the outside. The matcha one was not sweet whatsoever, and matcha taste was slight & almost had that burnt taste. My aunt really enjoyed the matcha one so these are good for the older folks who really don't want much sugar. HIGHLY recommend going for the cream filled ones! I got the matcha cream, caramel espresso and the sake chantilly one. Matcha cream: 5/5 loved this one! Since donut isn't sweet the cream makes up for it. Matcha is strong but not overpowering. Highly recommend and my favorite one. Caramel espresso: 3/5 wasn't a fan. It's a chocolate donut base and you can definitely taste the chocolate. The cream was STRONG in espresso taste but not as much in the caramel taste. I wasn't a huge fan of the chocolate donut so ended up liking this the least. But if you like chocolate w/ espresso taste, this one's for you. It's also a NY exclusive one so might be worth a try! Sake chantilly: 4/5 good and would get again. I forgot the exact name of this donut but it's the only one in the cream section that mentions sake and chantilly haha. It was nice and even my mom liked it! Cream is nice, lightly sweetened and overall a good donut. Once you hit the center, you get the sake gelatin which...may not be for some. For me, it was okay but I'd prefer to have just the chantilly cream I think. I also tried their vegan strawberry donut. Since it's vegan the texture is definitely not as soft and airy as you'd like. For me, I don't prefer it but the strawberry cream is really nice. Wish they made this as the Japanese style donut. Overall I'd recommend this place - there may be a line outside so be prepared for a possible wait. Wait wasn't that long for me - 15 mins max when I went? There's also souvenirs in the shop and it's pretty clean and simple inside. Service was great and efficient. Hope they bring a location to LA!

Thought by now the hype would die down, I was wrong. I went on a weekday during lunchtime and still waited an hour. Queue First, you wait in the queue on the street. The next queue is next to the store and fill out the form for your order. Third queue is in the store, the left side of the store, where they review your order. If it's a small order, they put it in. If it's a big order, you go to the cashier. After you order, you wait on the right side for your order. Store: It's white and brightly lit. Not a lot of clutter and everything is visible. You can see in the pictures. Ordering: Fill out the form. If you need a second box, fill out another form instead of writing on the back, as the employee suggest. The reason is the employee inside will ask you to fill out anther form anyway and you will feel pressure to rush. Donuts: It's very soft though it taste better on the first day. Doesn't taste the same the next day. Don't order too much unless you are sharing. Go check it out.

Have gone twice and definitely recommend the donuts! When you arrive, you'll need to first queue outside (honestly both times I went we only waited outside in line for 10-25 minutes, so not terrible). An employee will hand you a clipboard with the menu and you'll mark down what you want & how many. TIP: Ask if anything is sold out! They will run out of certain items (mainly the Cream ones) but will tell you how long the wait is for the next batch. During my 1st visit, they ran out of the scrambled eggs donut and all the cream ones except for PB&J. My original order of 6 became an order for 2 I hope the employees inside the store could communicate better with the employees manning the line outside. Once you're inside, you'll be directed to another employee to confirm your order + make payment. Honestly the wait for my order felt much longer than waiting to get inside ;;;;; Highly recommend the original name donut, custard cream & scrambled eggs!

I had to wait a half hour outside in the rain in Times Square so I am not going to be rounding up starpower on what was largely a mid experience at best. Is it "viral" on the tiktok and worth checking out? That's probably why there is a queue of 30 minutes or MORE, hoss. This review isn't for them, this review is for people on the fence about having to queue up 30+ minutes for a donut. I was in Japan during sakura season and the waits for the Japan locations were around two hours or worse, and they stupidly did not have a feature like at Tokyo DisneySea where you could just pay 1,000 yen (something like 6 USD or 10 CAD) to skip the queue like I did at Tower of Terry because I am not a patient person, and I will pay up to--and including--one sawbuck apparently to skip a hearty 200+ minute queue at the Tower of Terror at least so I can get on with the rest of my day. Off of the main sidewalk they have a corral area where you wait in the first queue of the day until you level up to the next queue on the actual sidewalk in front of the store on 45th. They have a queue monitor at the head of the corral area that tells you when you can get promoted up to the other queue. When you hit the main queue on 45th it is about 5-10 minutes until you make it close enough to the front entrance when you get a paper menu to make selections with a pen. Besides the wait, rain, and being in the nadir of the universe that is Times Square, my first real demerit particular to this place comes in. They do not tell you on your little paper menu what they are sold out of. You just circle whatever you want like an idjit, thinking they have whatever you circle in stock or they can go out back and make some more. You are allowed into the store proper maybe 5 minutes after you make your selections on the paper menu. Only then when your paper menu is being checked for accuracy in the next queue up to the register do you find out that they do not have what you selected. So you just waited for 25ish minutes or longer by that point. No matcha creme donut. Yelp doesn't allow emojis but there is no crestfallen emoji that conveys the personal donut-related level of devastation experienced at that point. I feel like they need to do a better job of communicating what they are out of before you have waited forever. I went with just the regular old cake style matcha donut and an iced matcha. Despite it being clear what I ordered they at first tried to ring me up as only the matcha donut. I explained I had an iced matcha. I felt like I was in a bad SNL skit that they couldn't read and I was having to tell them to read the paper again since it was clearly marked. If I had a poodle, someone would have needed to hold my poodle before too long. It was another 5 minute queue for the iced matcha in I suppose the "final boss fight queue" after numerous queues already. The matcha donut was ready immediately. The donut was not warm or anything, so it was not a real bother, but it would have been if a fresh warm donut was just sitting there waiting for the iced matcha to join it. See credentials above for having spent time in actual Japan, when I say the iced matcha is not even the right colour, and it was the worst iced matcha I have ever had. Absolutely skip that, simply dreadful, but fitting for your average Times Square experience to be awful and overpriced. The nama style matcha donut was far more impressive than the worst iced matcha I have ever had. The donut was incredibly moist and delightful. And it was green, boy howdy. Since the pandemic, everyone sends me the tiktok videos of the NAMA Bites family and says the little boy reminds them of me and how I act in the food world. I always take that as a high compliment, for age 13 or thereabouts in the videos he is an incredibly kind and polite Canadian, worships Anthony Bourdain, and is articulate. I am not sure what connection they have to nama-nama as I use nama throughout this review, but nama means "fresh" or "raw" in Japanese, and accurately reflects the light, soft, and moist texture of these donuts. Like everything Japanese, explicitly except the awful Panasonic electric shaver I just returned on the amazon, the nama donut is an elevated art form. At I'm Donut Times Square they just tapped all their land mana cards for the donut and left none for the iced matcha. In short, if you did not want to wait 2 hours in Japan during sakura season but are willing to wait 30 minutes, this is it for you to try this joint out. Just don't expect to order what you actually want since they may be out of it, but you won't happen upon that information until you physically enter the store after 30ish plus minutes outside. Was this experience worth $13.07? No. In Japan it would have been half of that or less with the exchange rate, but that would have been two hours of my life away from filling more of my goshuincho. Is that going to stop the tiktok virality? Also no. Don't forget to bring a towel.

The wait at I'm Donut in Times Square is absolutely real, but so worth it! We joined the queue an hour before their 10 AM opening and were lucky enough to be eighth in line - good thing, because the line quickly grew to insane lengths behind us. Stepping inside, the high ceilings and the sheer energy of the staff were incredible; everyone was working at an impressive pace, from making beverages and donuts to taking and packing orders. Their nama donuts are truly next-level: incredibly fresh, unbelievably fluffy, and they seriously melt in your mouth. The original and caramel espresso cream flavors were pure bliss. Easily the best donuts I've ever had! Since there's no seating at I'm Donut, we brought our coffee and donuts back to our hotel lobby to savor every bite. If you're in Times Square and craving an unforgettable donut, this is the spot!

Visited this place on a Sunday afternoon, and waited in line for less than 10 minutes. This was a nice surprise since I've seen the line much longer usually and all of the hype they've received on social media. For the donuts, I tried a cream and a ring donut. The caramel espresso cream donut was solid. The donut was airy, and the caramel espresso cream was fluffy and not too sweet. The strawberry chocolate was disappointing. It had large air pockets that reminded me of a Chinese donut stick (Youtiao). For the cost of the donut, it was definitely not a welcomed surprise. The vibe is very clean and minimalist. Each donut is displayed against a backdrop of a stone table and white walls. A special note, the staff here are very nice, especially the security guard which is a breath of fresh air. They do not have any coffee, but do have matcha beverages to go along with the donuts.

Finally got to try I'm donut! We got lucky and only waited 5 min in line. They give you a menu and pen to fill out the order in advance to speed up the line. We got the matcha latte, glazed donut, and the signature I'm donut and everything was tasty! The donuts reminded me of a mochi donut and chewy. It wasn't too sweet which I appreciated. The inside is bright and the merch was super tempting to buy. Especially the donut candles. Can't wait to be back!

First time coming here and I was pleasantly surprised, the line was not too long, which was a great start. The donuts here were absolutely amazing! They were very light and fluffy, so fresh and deliciously made. You can really taste the difference in quality compared to your typical chain donut shops. Each bite was soft and melt-in-your-mouth good. Great variety of flavors too, and the staff was friendly and efficient. I'll definitely be coming back soon!

Good but not worth the price. I went on Sunday afternoon - wait was about 5-10 mins. All three flavors I tried were good. - sake cream had pieces of jelly in it, the sake flavor was very mild. More cream than sake. - matcha cream was flavorful, tasted like good matcha - original was just a regular Japanese style mochi donut, not that special I did like that none of them were overly sweet. But I am not sure these are great value for the price (10-11 bucks a pop for the two I had with filling). For comparison, there is an Asian cafe nearby that has really tasty cream puffs - best in the city - for $5.... The I'm donut? store, branding, packaging, merch all look nice so clearly that's what's in the price. Nice as a tourist attraction, but I am happy just trying once given the prices.

Get the originals - so light and fluffy with the perfect chew People started lining up one hour before opening which moves in waves There are NY exclusive donuts and breakfast donut options Actual Donuts look like their pictures Staff is friendly and helpful inside Takes Apple Pay & credit cards I got there 9:30am and was about 40th in line. By the time I got inside and ordered it was 10:40am-ish. Waited about another 10-15ish minutes before I got my donuts and left around 11am

3.5 stars but rounding up because of the unique concept. So I've been planning another trip back to Japan and was interested in a donut shop in Omotesandou that went viral named "I'm Donut?"--yes, with a question mark. Which honestly feels like a cry for help and an existential crisis all rolled into one pastry. Naturally, I had to check it out. And then guess what?? Boom--they open one in Times Square. I was like ok now I really have to try it since it's so close. BUT THEN I heard people were waiting TWO HOURS for these donuts??? And they close at 4pm like it's a mom-and-pop shop in rural Japan!. Anyway, my coworker and I finally pulled up at 3pm on a Friday, fully prepared for a long queue. Shockingly, only waited 20 mins?? No matcha stuff left though--womp, womp!! Here's what I tried so you don't have to: Original Donut: Tastes like a Krispy Kreme that studied abroad in Japan and discovered mochi. Sweet but not too sweet, chewy but airy. Solid. But $4 for the most basic one? My wallet flinched. Sake Cream Donut: I had high hopes. I was ready to be hit with a wave of sake and existential clarity. Instead? Barely a whisper of sake. Like... don't tease me like that. The jelly inside was fun, like a surprise party in my mouth, but $10?? For that price I want to get more enlightened. Custard Donut: Chef's kiss. Rich, creamy, and exactly what I expected--in the best way. Japan really knows how to do custard. This was my favorite so far, and it's $3 cheaper than sake cream. Scrambled Eggs Donut: This one had me so curious. Savory in a sea of sugar?? Bold. But it WORKED. I'd rather pay $9 for this over paying $10 for the sake cream donut. Overall verdict? Fun experience, aesthetically pleasing, and the donuts are good . Worth trying once for the clout, but I've never paid this much for donuts in my life. Unless someone else is willing to pay for me , this is a one-time thing for me. But hey--it's Times Square. What did I expect?

4.5 / 5.0 - I've never been to I'm donut ? in Japan, but I'd heard from family and friends that these donuts are special, so I went to go check it out today with a friend visiting from out of town. Even though it was a weekday, we were anticipating a 1-2 hour wait, so we were very pleasantly surprised by the short line and how quickly we got our donuts--only 15 min after we first got in line! [11:10am] Got in line outside, with 10 people in front of us. Shortly after, they handed us a clipboard with order sheets for us to mark our orders. [By 11:20am] Got inside, confirmed our order and paid. The staff was friendly and it was very clean inside with merchandise along the wall. They have an open layout with what looks like a very nice and clean donut factory in the back, with so many staff. [By 11:25am] Received our orders in a cute box and bag. There were about 6 people who'd ordered before us still waiting for their orders when we got our order. We didn't order any savory donuts, which seems to take longer. With our donuts, we walked a couple of minutes to Bryant Park to enjoy them. The 2 donuts I got were: - I'm donut? original ($4) airy, melt-in-your-mouth nama donut - Strawberry Chocolate ($7) strawberry chocolate coated glazed donut, sprinkled with fruity flakes The original one was good--I wouldn't wait an hour for it, but it was so soft and just disappeared within minutes. I would like to try the custard next time. The Strawberry Chocolate one, I loved. It's only available in NYC and is a must-try especially if you like strawberries. I wasn't sure how a vegan donut would taste because I love dairy and eggs, but you really couldn't tell that they were vegan. And the strawberry chocolate coating was the perfect level of sweetness--not overly sweet, but sweet enough. $7 (over JPY 1,000) for a single donut is quite pricey and is 2-3 times more expensive than the ones in Japan, but I'd recommend trying them if you never have.

Fun donut flavors with interesting texture. I like how the mochi gives them a chewy texture. My favorite was probably the original or the original cocoa, but the custard ones were all really good too (especially the PB&J one--but I just personally love PB&J!). The BLT one was kinda weird, but not bad. The pork belly bacon slice in it was soo good. The line was extremely long when I went, but it moved super quickly. Looks like they've really figured out how to run it efficiently. I waited ~30 minutes at 2:30 on a Friday. The staff were extremely friendly, which is nice because even though we moved fast I didn't feel like I was rushed. The person in front of me got the last matcha donut. :( So unlucky!

price - $17 including tax food - 5/5 service - 5/5 ambiance - 4.5/5 overall, this donut shop is soooooo worth the hype. i was hesitant on trying because some desserts are just too sweet for me but these are just right!!! i loveeeee all of the flavors: strawberry, original and matcha. the strawberry donut was chewy and filled with flavor. the original and matcha donuts were sooooo soft, like it actually melted in my mouth!!! the line was long but i was able to get my donuts within 10 mins!!! the workers move fast and theyre really organized. i got my donuts right away! the ambiance is very cute but i just wish that there was an indoor seating area. either than that, these donuts were soooo good. i highly recommend!!! even if you dont have a place to eat indoors, you can eat them on the seats at times square!!!

As they say: Japan's favorite donut shop is here in the Big Apple, and I had to take a bite. Located in busy, touristy, Times Square, you have to wait on the line outside to get in, of course. But I have to tell you the earlier you arrive the better. They have a pretty good system. You are given the menu while you are in line. You select the item(s) you want to buy, and when it's time to enter, your order is reviewed and then you give it to one of the cashiers. Looking into the back (which is visible to everyone) it looked like a factory. There was a lot going on from prepping, to making, to decorating and displaying the donuts. Overall my wait time was about 15 minutes. They have NYC ONLY items as well as items that are offered regularly. I ordered the Pistachio White Chocolate vegan donut and the Glazed. They were VERY light and airy. They were not heavy like some donuts. The glazed was very good; however, I wanted just a little bit more flavor in the pistachio. Maybe a pinch more sugar? It's a great donut experience. They have everything from breakfast sandwiches to the traditional Nama donut. They also serve Matcha. If you want to try a donut like no other, then I'm Donut is the place to go. Til we eat again...

Yes, these donuts do live up to the hype! With the popular Japanese donut shop's first US location finally here, I had to check them out myself. I stopped by last Wednesday in the early afternoon and ended up waiting in line for about 45 min. I was bummed that by the time I got to the front, some of their donuts were already sold out including the highly recommended original signature. There were still plenty of great options but I advise that you come as early as possible. The inside is small but spacious. There's really just enough space for two lines--to order and to pickup. There was cute but expensive merch for sale too. I got the following donuts: NY BLT, chocolate & matcha signatures, and caramel espresso and matcha creams. The BLT savory donut was my favorite--the sweet, fluffy donut paired so unexpectedly well with the savory filling. My next fav was the matcha cream donut. The filling was not too sweet and embedded within the soft, airy dough. Their donuts are uniquely cloud-like and will melt in your mouth... I'm already planning on when to return next to try their other options!

The line can be a little daunting but these donuts are well worth the wait if you're an early bird. I queued on a Wednesday around 9:20, order forms were handed out around 9:55, store opened at 10:00, and I walked out at 10:20 with donuts in hand. The store is an impressive display of pastry excellence with a modern, open kitchen design. The original donut is an absolute must. It should be your first bite in order to taste and feel the true craftsmanship that goes into these donuts. Lightly crisp exterior and buttery soft inside makes you feel like you're eating a cloud. I also got the matcha cream, custard cream, vegan pistachio white chocolate, and scrambled egg. The scrambled egg is definitely unique, very rich marriage between sweet and savory. I would recommend enjoying the donuts the same day as the store recommends. The texture just isn't as soft the day after but the flavors remain delicious nonetheless. Definitely will be returning regularly!

The donuts here a pretty decent. The custard is my fav. I didn't finish everything on the first day. I can say they are best eaten the day of. The next day not as good. The line looks long but they move pretty quick. It did bother me when I asked for tap water for my dogs they said they don't have tap water only box water. like really I need water for the dogs I see like at least 2 sinks. Most likely it's their policy but I thought that was ridiculous.

Long wait but the donuts were pretty good! Pb&j and egg were our favorites, although they didn't have a few of the items on the menu available because the dough didn't rise properly

Heard alot about this place so gave it a try. Was a short line that went quick. I got the original I'm donut donut. Overall it was OK. It reminded me of a zeppoli one would get from an Italian pizza shop. Just fried dough with sugar. Didn't get the crazy hype but not a bad donut.

Wow oh wow oh wow. Does this place live up to the hype? YES. Never had I ever had such light and fluffy donuts. So glad I'm Donut? landed in New York. These Japanese style donuts not only great in texture but also flavor. Ordering was easy and fast. We arrived about an hour after opening and there was a short line. You're given a clipboard to check off your order of the donuts and drinks you want. For donuts they have sweet and savory kinds. The sweet donuts have a choice of plain donuts, some with cream and some that are iced. Once you made your selections, you are directed to one of the workers that handle the payment. No cash here. All payments are made by card or electronic payment. Then you are asked to wait on the side until your order is ready. Once your order is ready, they show you them packaged and point out all the donuts you've ordered. Then they packaged them up and you're on your way. We got the chocolate, glazed, matcha cream, sake cream and caramel espresso cream. Our favorites of were the matcha cream and the sake cream. Service was great. The security guard and the staff were all very friendly and nice. We will definitely come back again in the future.

Mehhhh.... PR stunt of good doughnuts But nothing extraordinare. Fan fan , Caroline's and Dun well are better . Definitely not worth a recommendation . Save yourself time and the need to get to that area. Next .

Yes, I got on line before 8. No, I was not the first. 6 crazier people got there before me. I LOVE donuts and am constantly trying new ones. Donut plant and Alimama's taro balls are great but this is something really special. It is hard to describe these donuts. The Brioche dough has a mixture of flours including rice flour and there's pumpkin and squash in there somewhere but you do not taste them. The inside is fluffy spongy airy while the outside has an ever so slightly kinda crunch. But crunch isn't the right word. I am at a loss. It yeasty but not cakey either. Forget it. Just go try them and you tell me what these ... ummm.. cloud donuts? Taste like!

Food/drinks: actually so good and not too sweet! The donuts have a really unique texture, I wouldn't wait that long though for it again Atmosphere: like a cool factory? No seating and line is very long even on a weekday in the morning!! Service: good service! Lots of people working and helping you through the line Price: $$$ pricey

I finally got to try my most favorite Japanese donut shop in NY! The "I'm donuts?" shop is originated in Fukuoka, Japan. Their donuts so so fluffy, chewy and soft that it doesn't feel like you're eating donuts, and that's why they have the "?" at the end of their name. My first trying I'm donuts? was in Japan, and I was obsessed with it the first time I tried. Everything looks so yummy that I could not choose and ended up buying 10 different kinds that time lol Even I bought that much, I could finish it by the next day since their donuts are so light and delicious! And now I got to try their donuts for the second time in NY! I was waiting for them to open for 3 years and they finally opened! In addition to the ones they have in Japan, they also brought NY exclusive donuts which I loved! This time, I had their signature ones, as well as their filled donuts, and also their vegan donuts. Out of everything I had, my most favorite one was the PB&J. It was way creamy, fresh and tasty than I expected. Their peanut butter was the best! I also liked their signature donuts. It was so light and fluffy that I could finish in few seconds!! When I went, they did not have their scrambled egg donuts, so its definitely on my list for my next visit! They also have cute merchandise which I wanted to buy but they're bit pricey. They're still cute though!! If you are planning to go, I would recommend you to get there early, before 9am, so you don't need to wait hours.

This is a popular donut chain based in Japan and they just opened their first location here in NYC Times Square. Their grand opening was today and my lovely friends were able to grab some donuts and share some with me (shout out to J&T!). They got there maybe ~40min before they opened and still waited a total of 2.5hrs to get the donuts. And they were told each person can only order 6 donuts (idk how long this limit will continue). I had the original and the pb&j donuts. The donut was soo fluffy and the texture of the dough was light and airy. The pb&j used smooth peanut butter cream and concord grape jelly. It was a tad too sweet for me, but the ratio of jelly to peanut butter w/ the donut was perfect. Hopefully in the future, they will add more flavors that they have in Japan like the fig and custard cream or creme brulee. The donuts were tasty, BUT the prices are just insane compared to Japan (see below). I would only get these donuts as an occasional treat, otherwise I'll just stick to good ol' Krispy Kreme. As of 4/22/25: Original donut-- NYC $4 vs Japan 220yen (~$1.55) Custard donut-- NYC $7 vs Japan 450yen (~$3.17) These donuts aren't going anywhere!! I would suggest waiting until the hype goes down to try it out. OR just travel to Japan and try it out over there!

The line can be fairly long, so I would suggest going early if you want to pick the flavors you want to try.

The doorman was the nicest person I've ever met. Staff were super efficient and cordial. The part that knocks off stars is the obscene cost of the donuts and the size. We actually got in and out in ten min on a Sunday after noon because I wasn't going to be stupid enough to wait in line for more than ten min tops to be ripped off. Got the caramel espresso donut because it was a New York exclusive and while it was crispy on the outside and fluffy on the inside it was certainly not worth 9 whopping dollars and especially not for how tiny it was. I knew that before even going in but admittedly seeing how short the line was that day I had to just give it a go (despite having had the opportunity to have had im donut in Tokyo earlier this year but we won't talk about that) If you got the money to blow and the time there's no harm (and even if you don't and are just doing it for experience sake), but if you're looking for a good donut that has no wait, is sizable and alot cheaper and isn't in the hell hole of Times Square there are TONS of other options in New York.

Love the flakiness of the donuts without tasting too cakey or doughy or heavy..and not overly sweet. Can definitely enjoy more than one at a time my favorite flavor is the Matcha Cream and Strawberry Chocolate! There was a bit of an inconvenience but the manager, Laura took proper measures and handled it responsibly and kindly.

I'm not big on fads or things that are super popular. It usually takes me quite a while to try something new that has been made viral, etc. However, after just one month of I'm Donut being open in NYC, I decided to give it a go. WOW!!! The four donuts I chose (Custard $7, PB&J $9, Espresso $9 and Pistachio White Chocolate $7) ARE PHENOMENAL!!! The texture of the donuts is something I have never before experienced. That's due to the unique blend of different types of flour. They are soft and super chewy! The fillings are clearly made from scratch using high-quality ingredients. Get there early so you aren't in line for too long, but if you see a long line, it moves rather quickly!

This review is ONLY for the donut. I had a friend pick it up for me so I can't speak to the waiting experience aside from what I was told (long line, could be up to 3 hours but my friend made it in 45 minutes on a Wednesday at 1:15pm. Left the store by 2:10pm). I don't know if I would wait personally BUT this donut was really good. I had the matcha cream. The outside has a nice light crispy glaze with a soft inside. The cream was a bit too sweet for me but it was good and there was a lot of it. They did not skimp on that part, it was oozing. Everyone else liked their donuts, someone else got the pistachio. $11 for a donut is steep so it's not something I'd do often, but still yummy for a sweet treat. It was packaged up nicely and transported pretty well.

i would say it's good but not great? i went on the grand opening date and tried a variety of flavors. it IS very soft but the flavors were just not working out for me, i would say the best things were the cream filled ones! the regular donuts: i got regular nama, matcha nama, and chocolate nama. it is cripsy and fluffy so the texture is great, but they are all weirdly bitter? left a veryyy bitter aftertaste in my mouth. the cream filled: i got matcha and sake, the cream ones were significantly better! the savory: the scrambled eggs was ok, not really that savory? overall, i think it's worth a try but most likely will not be going back.

I don't have sweet tooth and I don't eat donuts in the morning. I like salty food I am Japanease.. I know this place come from Japan and it new donuts shop in nyc. Review are very good here also Japan' own taberogu ( like Yelp in us) any way pricy for donuts 4-7 each .so I just want to try few for morning. I know Korean cafe has good stuff near by but I never eat donuts here. Why not give a try . I bought some .first 1 bite... was ....amazing. It's not like donuts. Very airy dough it is not like donuts ,like a cream puff. Inside cream is not so sweet just good amount of sweetness. But It's my opinion. I like puff cream but not much donuts so I am thinking this is made for me? Hahaha... original is regular donuts But not like mochi donuts. ( Japan has own donuts shop MR donuts. They have very tasty mochi donuts but I'm donuts is different revel of donuts they make. Also not cronuts .Just mention. I want to say Try few . get original and cream inside . you gonna love them . Even don't like donuts ...

The much- anticipated I'm donut ? is finally here! (Well, almost - next week - 4/22- is when they officially open their doors. I was thrilled to go to a friends & family day.) With only five locations in Japan, the hype and the lines to get the donuts is immense. Is it worth all the buzz and the wait time? Definitely, yes. This is an entirely different donut than what's available in NYC. It's light, it's airy, brioche-like and not at all overly sweet. Using squash and vegetable shortening to make this magic, they're even able to make delicious vegan offerings (glazed, strawberry and pistachio white chocolate). The signature nama donut is a lovely, melt-in-your mouth treat. But then there's the extraordinary filling options- flavor bombs! While the Japan locations have dozens of flavors, they're starting small here. What I got: A matcha nama donut with matcha filling (an earthy, balanced delight), an original nama with sake cream (a nice exotic spin on plain creme filling) and the pb&j filled with an intensely peanut-y peanut butter and a Concord grape jelly (this might have been my favorite!). There's also a savory menu- and these donuts are the perfect base on which to build a breakfast sandwich. Options include scrambled eggs w/ honey & tomato mayo (which they were out of), NY BLT with bacon, egg, tomato, tomato mayo, Chicken Ginger Teriyaki (more info on the pic) and Sausage in a Blanket (move over BEC, there's a new player in town). This review is getting long, so a few quick final thoughts: the space is a nice oasis of calm visually and spatially with its minimalist design, the employees are dressed in fantastic uniforms, their swag is epic, and their matcha and hojicha beverages are top notch! There's going to be, as SNL would say, a 'big, dumb line,' but it's worth it! I'll be in it!

Beware cause there may be a long line. Although it goes by relatively fast-ish. A little on the pricey side but their donuts are pretty good. No seating inside but it's nice and clean. They have their own system so by the time you get in the store , you just hand them a paper and they'll make your order that way. I'd recommend and I'd come back when the line hopefully dies down a bit.

After all the buzz surrounding the opening of *I'm Donut?*, we decided to head over to Times Square to check out the new Japanese donut spot for ourselves. We had visited Japan back in November and, while we didn't get to try *I'm Donut?* there, we did enjoy some incredible donuts at various Tokyo Starbucks locations -- surprisingly delicious and definitely memorable. On our visit to the NYC location, we arrived about twenty minutes before opening and ended up waiting around an hour and twenty minutes. The line was impressively organized, very much in the spirit of what you'd expect in Japan. The shop itself is simple but beautifully styled, and I especially loved the clean, inviting display of donut varieties by the counter. I picked up a box of six different donuts. The prices are on the higher side. My favorite ones were the cream-filled options. I ordered the matcha cream, caramel espresso cream, and the cream. They were generously filled, perfectly balanced, and not overly sweet. As a matcha lover, the matcha cream donut was easily my favorite. To go with it, I ordered a hot matcha latte with oat milk. Even on a warm morning, it was exactly what I needed -- rich, smooth, and packed with flavor. I'd definitely go back for more of the cream donuts and am curious to try their savory selections next time.

Came on a weekday around 3 and the wait was about 30 minutes and the line moves super quick. Everyone is so nice and friendly and have great suggestions. My favorite was the original donut and my boyfriend's was the matcha. The hojicha latte was delicious as well! The donuts were soft and fluffy and I loved them. They aren't too sweet which was really nice as well.

Underwhelmed. My filled donut was small and had minimal filling. Go to Bear Donut a few blocks away for better donuts and no wait.

I've been looking forward to trying this place. We got the custard, glazed, strawberry chocolate, and chocolate. The custard was definitely my favorite, light, airy and not too sweet. The rest was just okay. The glazed donut was very sweet. I would come back for the custard when the hype dies down. Not worth the wait.

I'm Donut? in Times Square offers airy, melt-in-your-mouth nama donuts made with kabocha squash and vegetable shortening, resulting in a rich, chewy texture. Flavors like Matcha Cream and PB&J are standout choices. While some savory options, such as the Sake Cream donut, may not appeal to all, the overall experience is a delightful addition to NYC's dessert scene. Services was fast and the ambiance feels high end.

I really appreciated the experience that this store is trying to cultivate. They handed me a donut menu that I then had circled by a staff member. It seemed like a bit of a tedious step as the workers still discussed my options with me. After my 5-10 minute wait on line, I had received my donuts in a pleasant, stylized I'm donut? shopping bag. I chose to get the strawberry donut and the powdered donut along with a matcha latte. The first thing I did was take a sip of the matcha latte and was thoroughly disappointed. Given that this was a Japanese brand making a splash in NYC, I had hoped it would taste of a higher quality, but it had a very watery bland taste. The donuts were fine, not great, not bad, but at the price point I was let down again. I'd say avoid the matcha and skip right to the donut. Understand what you're getting is an experience, not really a donut.

Wow - I think it's the best donut I've ever had. It's actually kind of perfect - light and fluffy on the inside, slight crisp on the outside, not greasy at all and perfectly not too sweet. Yeah it's expensive but it's the best. - Actually the least expensive, the original and the glazed, were my favorites. - Everyone loved the PBJ. Even for me, who doesn't eat much pb flavored foods, enjoyed it. - The sake cream we really liked too - the sake flavor is light, not a strong alcoholic taste. - The matcha donut has a strong matcha flavor from the matcha powder on the outside but the matcha cream inside is just right - All the vegan donuts were so good - you'd truly never know they were vegan. There still is a bit of a line. We went on a light rainy day in the middle week around 3pm and it took us about 30 minutes to get in and order.

Delicious donuts , really unusual taste . I heard that the flour is from Japan so the donuts have a unique taste. THey are very organied and able to handle the long line very effeciently and quickly . I was lucky as we went on a rainy day and there was no line so we walked right in . It is best to go right after lunch when the line dies down . I had the matcha donut which was delicious and the egg sandwich donut , which I really did not like , but that is my own personal taste . Overall a great experience and I will go back , but will not wait in a 20 minute line.

10/10. No notes. Top 3 donut in the city alongside Daily Provisions and Win Son Bakery.

I've never been happier to wait in line for a donut. The texture was perfect and don't skip out on the PB&J donut! Beautiful space as well.

I'm not usually a huge donut fan but this shop is in another stratosphere! Well worth the two hour wait and the BEST tasting donut ever!! Very unique fillings, airy and light and after eating one I immediately wanted more! The staff is very friendly and they have expedient service down to a tee! I would say RUN, don't walk and go over there for a real treat! I'm Donuts ?, please open more shops! Sensational!!

Incredible potential to be the best doughnuts ever... The classic has this unique, amazing, and airy texture with incredible flavor. It's probably the best doughnut I've ever had but I wish it was warm. That's the one problem. The bacon and egg doughnut was bad though because it was cold and the bacon was very fatty and hard to eat ham. If it wasn't fatty, and hot instead of cold, it would have been good. The sake cream donut wasn't good. Barely any sake flavor. I'll go back for the matcha signature donut. I bet it's good. Line moved fast and nice menu with pictures to order on. The iced hojicha tea was also incredible! I didn't expect it to be anything special but it has really intense, deep flavor!!

this is not the best donut ever like people are saying. the prices are insane for such a small donut. i got the vegan pistachio $7 since that was the only item available and it doesnt taste like pistachio. the worst part is the wait - they go slow on purpose and they let influencers cut the line and walk in to take pictures and vlog and get all the donuts while the rest of us normal customers have to wait over an hour. there's a lot better bakeries in the area aka krispy kreme, levain, chinatown bakeries etc with way less wait and good prices. i honestly think krispy kreme's glazed taste way better and its much more affordable. the im donut stores in japan are not even rated good in fact all under 4 stars on google