I kept hearing about this spot all over social media, so since I work nearby, I finally stopped in to see what the hype was about. It’s conveniently located just off Times Square between 6th and 7th, making it an easy grab if you’re in the area.
What really stands out is the mix of savory and sweet donuts—definitely not your typical donut shop lineup. We tried the Anchovy Cheese (savory) and the Zaku-Zaku (sweet). The donuts themselves were incredibly light and airy. They reminded me of a zeppole in flavor, though not in texture.
The Anchovy Cheese had a bold, punchy flavor that might not be for everyone, but I thought it worked surprisingly well. The Zaku-Zaku, though, was the real standout—absolutely delicious. The sweetness was perfectly balanced, and the crunchy topping with candied nuts added great texture. Definitely a must-try.
Prices are on the higher side, but that’s pretty much expected for a boutique donut shop in Times Square. It feels more like an occasional treat than an everyday stop, but overall, I’d say it’s worth trying at least once.
Tried the viral donut spot I’m donut? with a friend. This really lives up with the Asian compliment of Not too sweet.
We tried 4 flavors:
* Original 🍩 – Highly recommend! No filling, but the dough itself is super soft and fluffy, with a light dusting of sugar on top. Simple, but done perfectly.
* Sake 🍩 – The sake flavor wasn’t very strong, but the cream tasted really fresh and light. Overall a very enjoyable cream-filled donut.
* Matcha Cream 🍩 – The matcha flavor is rich and slightly bitter, which balances the sweetness nicely. The outer layer is a bit firmer compared to the others. If you like matcha, this is a safe pick.
* Egg (Savory) 🍩 – We wanted to try something different, but this one wasn’t really for me. It tasted more like an egg sandwich than a donut. Not bad, just not what I expected from a donut.
Overall, a fun spot to check out if you’re in NYC — especially if you prefer desserts that aren’t overly sweet!
3
Very cute place
Donuts were ok. Went with the instagram hype.
The strawberry custard donuts were good 4/5. The fresh strawberries in it gave a nice flavour
The chocolate donut was good. The glaze had a good crunch 3.8/5
The glazed donut was fine 3.5/5
The pistachio white chocolate donut was not great. I had higher expectations. 2.5/5
Cute place for insta photos and to go. But there are other donut shops i would go back again too.
4
I had heard about this Japanese donut brand a while ago when they first opened, and remembered they had giant lines. Based on this and their great for business but horrible for me (and most New Yorkers) location in Times Square, I planned on waiting a while to go here until the Instagram and TikTok hype died down. This worked out perfectly recently as I was walking home from a dinner at Ci Siamo, and as it was pretty late, there was a handful of people there but no line. The staff, when I walked inside, were friendly, and noted that a few things were sold out. They showed me the menu, and I got out of there quickly after ordering, as it only took a couple of minutes more.
After looking through the board menu, I went with one of their signature donuts, an "I'm donut? matcha." The signature donuts range from $3.95 to $5.95 + tax, with mine being the latter price. The donuts are listed as nama/生, a Japanese term meaning raw or fresh, which you can also find with the excellent 'Royce brand of nama truffles. As with said truffles, it really means that they are soft enough that they melt in your mouth. The donut was pretty similar in texture to a powdered donut, though even softer. Outside of this, and not surprisingly for an Asian dessert, it was very lightly sweet, so if you're used to Krispy Kreme or similar, you might not like how subtle the sweetness is here. The matcha flavor was present with a mild bitterness, though I'm not sure if it was worth it for the extra $2 compared to the plain nama donut.
If I were to go back here, I would potentially splurge on the sake cream or stick with their original. The latter feels more worth it as I definitely prefer the texture here over a standard donut, regardless of it being pretty small and pricey. Good for a one-and-done, otherwise.
5
I ordered the lavender yuzu drink and we ordered assorted donuts including the caramel espresso cream, custard donut, and 2 original donuts. ‘My’ the owner hooked us up with free donuts for my bachelorette. Very kind owners and friendly staff! The donuts and drink are delicious and worth the trip to Times Square for, you won’t regret it.
