The magic of Hocus Pocus Donuts isn’t really the location. Nagata-cho isn’t somewhere I’d usually recommend people to go hang out in Tokyo. It’s mainly a business area, but you could visit the National Diet if government architecture is your thing. So, is it worth it to make a special trip to Nagata-cho to have a donut?
Yep.
Donutty existential crises or just good donuts?
If you’re looking for avant-garde donuts, a place for a date and want perhaps to have a donutty existential crisis about what a donut means. You should go here. And since it’s only 2 minutes away from Nagatacho metro station in central Tokyo, it’s easy to fit into a daily itinerary.
Plus, the donuts are good. Hocus Pocus uses a variety of preparation methods. While there are the standard fried donuts, there are also steamed and baked types for people who like the donut experience but not the oil. Flavors change seasonally which is a delightful menu feature in Japan. Coffee is by Little Nap COFFEE STAND which has a couple of shops on their own (see notes below).
Donuts as objects to admire not just devour
The shop treats the donuts as jewel-like objects as they sit in the glass case on the counter. Though the entrance looks small and unassuming, the huge windows on the side allow lots of light. The wood and concrete interior has a slightly industrial minimalist style softened by plants. There’s a Japanese word, oshare (o-sha-ray), which means elegant and stylish. This is a place where the idea of donuts grew up and became a Gen Z socialite.
If instabae (see note below) places and objects are your thing, you won’t be disappointed. The donuts make excellent models if you can resist the temptation to eat immediately.
The donuts are on the smaller side, which fits the craftsmanship vibe. These are morsels of taste, not the super-size-me donut edition.
I went with my husband, and we had two donuts each (yay for small portions!) which really alleviated donut-decision fatigue where you have too many tasty options to choose from.
I had my doubts about the idea of a steamed donut. Because if it’s not fried, is it really a donut? Can steaming or baking cause a donut existential crisis? And if we define donuts as something that has to have a hole in the middle, how are we supposed to classify donut holes?
The experience
But is nailing down donut taxonomy really necessary to enjoy the experience?
Fortunately, no. But it works as a conversational icebreaker if you’re on a first date and aren’t ready to get personal.
One thing I noticed when I went (on the weekend) was that there were a lot of couples. And it suits a date experience. The lighting with the large windows and lots of plants: flattering. The coffee: very good. The donuts: not too sweet, delicious and interesting enough to start a conversation whether you’re with a partner, a friend or a first date. It’s the kind of place you go for an experience not just to gobble pastries.
Hocus Pocus has that quiet Japanese luxury where minimalism and craftsmanship are in charge. And while I’m hyping up how this shop feels a cut above style-wise, it’s also not something you need to dress up for. The merch (T-shirts etc) was casual. The donuts were delicious. The drinks were excellent, and the ambience felt like an occasion.
Go here if:
You like interesting and delicious donuts and coffee
You like flattering lighting
You want an experience instead of maximum donut for your buck.
Hocus Pocus Logistics:
http://hocuspocus.jp
https://www.instagram.com/hocuspocus_donuts
Location:
2-5-3, Hirakawa-cho, Chiyoda-ku, Tokyo, 102-0093 [MAP]
TEL : +81-3-6261-6816
Nearest station:
Nagata-cho station Exit 4 (2-min walk) (Metro Lines: Hanzomon, Yuraku-cho, Nanboku)
Shop Hours
Monday – Friday 11:00-18:00
Saturdays, Sundays, and holidays 12:00-18:00
Need more Tokyo donuts?
Click to read my growing list of shop explorations.
Notes:
Little Nap COFFEE STAND
They operate a café in Yoyogi Koen, and a small café and roastery in Shibuya.
Pronunciation
Normally, I don’t do a lot of “how to pronounce Japanese stuff,” but a couple words are pronounced significantly differently (like oshare) from how they appear in English and if felt worth noting.
instabae インスタ映え(actually pronounced in-su-ta-ba-eh) Japanese slang for something or somewhere instagrammable. The second part of the word is from the verb “haeru” (映える) which means to photograph well.
Thanks for reading.
From Cleo with donuts and sparkles.
