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

First, some background: Nama donuts are yeast-based and tend to include pumpkin or squash in the batter to make them extra light and fluffy. Popularized in Japan, the treats often feature equally light fillings, like custard or whipped cream, rather than the denser puddings and buttercream you might be familiar with stateside.

“The best way to describe it is ‘fresh’—super airy, incredibly soft, and it just melts in your mouth. Most people are totally surprised by the texture when they take that first bite,” explains I’m donut ? Chef Ryouta Hirako. “It’s light, delicate and something you really have to try for yourself to understand why it’s called ‘I’m donut ?’”

Try it for myself? Yes, chef.

Admittedly, just about every donut shop raves about how light and pillowy their treats are, so I entered with some hesitations. Plus, as SNL famously lampooned, New Yorkers love “waiting in a big fat line,” especially when it comes to trying internet-famous foods, even if they ultimately deem the treat “fine.” (See: Cronuts, rainbow bagels, freakshakes—the list goes on.)

As soon as you walk in, however, you realize this isn’t an ordinary donut shop. With a roughhewn stone island—upon which employees take down orders from clipboards that offer photos and descriptions of every menu item—and minimalist, merch-lined walls selling embroidered caps, graphic tees and donut-shaped candles, the space feels ultra-modern and cool. More like a KITH x Leanne Ford fever dream, where you’d queue up for the latest sneaker or Labubu drop than order breakfast.

It sets the mood. And the donut delivers.

I’m donut ? is named such because the brand set out to question “what a donut can be,” offering fresh takes—and savory adaptations—that would get people talking. It’s a strategy they’re employing in the U.S. too, offering a mix of their best-sellers from Japan (such as the original, chocolate and matcha donuts), as well as ones specifically concocted for New Yorkers.

“The NY BLT, for example, is our playful take on the classic sandwich, with smoked bacon, ripe tomatoes, leaf lettuce, and a soft, organic egg, all on a glazed donut. It’s a familiar favorite, but with an I’m donut ? twist,” Chef Hirako says. “We also try to highlight local ingredients where we can and intend to add seasonal flavors in the future to keep things fresh, surprising and delicious.”

Even a cursory glance at the menu confirms this. It’s divided into four donut categories—signature, ring, cream and savory—with a separate section for drinks (they’re known for their matcha and hojicha, a roasted green tea with a toasty, almost nutty flavor).

Chef Hirako recommends starting with the original. “It really captures what makes Nama donuts special,” he says.

Evenly coated with ultra-fine confectioners sugar, the original is a round donut, unfilled, that lets the airiness of the Nama dough shine. It tears easily, revealing large pockets of air, with a delicate, almost lacey structure. Biting into it is shocking—the donut practically dissolves, with a light-but-not-overpowering sweetness. It’s like the pastry equivalent of cotton candy, with the way it dissolves, only with a more robust, yeasty flavor.

It really does make for a great introduction to the Nama style, allowing you to branch out into glazed ring donuts (which, watch out Krispy Kreme—are even lighter, with a glaze that crackles, offering a mouth-watering sweetness). And from there, you can—and should—sample a cream-filled treat and a savory one (for balance, of course).

The cream-filled range spans five options: custard filled, PB&J (peanut butter cream and concord grape jelly), caramel espresso cream, sake cream (Chantilly cream and sake gelee) and matcha cream. Classic filled donut fans will love the lightness of the classic custard; personally, I preferred the caramel espresso cream, as it had the richness of chocolate, the bitterness of a pure shot of espresso, and a light caramelized note to round things out, thanks to the caramel. It wasn’t nearly as sweet as American riffs on coffee-flavored donuts; this was elevated and complex.

For a truly unique experience, you’ve got to try a savory donut, whether you opt for sausage in a blanket, the chicken ginger teriyaki (served with a Nama donut bun), the NY BLT (another sandwich served with a donut bun) or the scrambled eggs-filled variety. I sampled the NY BLT and scrambled eggs during my visit—and of the two, the NY BLT stood out for capturing the essence of the Nama donut and a classic NY breakfast…taken to their most extreme. A glazed donut bun is stuffed with a jammy egg, a juicy slab of tomato, lettuce, housemade tomato-mayo and the heartiest smoked bacon (so thick it reminded me of burnt ends or pork belly in texture). It’s intense, especially given the sweetness of the glazed donut, but it makes for an unforgettable breakfast worth waiting in line for.