Donuts and Design Philosophy: I’m donut?

Welcome to Cleo’s Tokyo Donut Series. This entry is about I’m donut?

Donuts? Design philosophy? Welcome to I’m donut in Jiyugaoka.

Donuts seem to be such a staple, comfort food and they’re so strongly associated with office culture and water cooler breaks, that when I say that I’m donut? (yes, the question mark is part of the name) has some interesting design philosophy it feels like a disconnect.

When You Say Donut…

Donut shops make me think of oases of sweetness and coffee, diner-style plastic chairs. I don’t often imagine unique interior experiences. I’m donut? provides the sweet treats I expect but an interior experience I didn’t.

According to the website, the creator of I’m donut?, Chef Ryouta Hirako, is thinking about more than recipes and sales.

He also helms the interior design of all his stores, with an imaginative vision that champions freedom of expression and individuality. His creativity is not only evident in his food, but also in the way in which he weaves a sense of story.

The Sweetness

My current favorite donuts come from I’m Donut? Japanese has a word called mochiri, which basically describes this donut. Mochiri comes from mochi, a chewy sensation, a soft texture but not gummy. When it comes to baked goods, it usually means soft and moist, not dry and crumbly. Usually, I prefer a cake donut because somehow it is moister than a bread donut. But these seem like brioche dough fell into some hot oil then landed in some glaze and emerged as donut perfection. Dare I say high class Krispy Kreme?

The donuts, especially the powdered sugar ones have a slight crispiness to the outside and it’s mochiri inside. The variety of flavors range from chocolate to matcha, crullers, and the different types of cream-filled donuts. A couple of items are gluten free.

The shop uses the word nama (生) in Japanese to describe their donuts. The word can be translated as fresh or raw or rare. Here context matters, because these donuts, even though they’re mochiri, they aren’t raw. But the shop uses the English word rare, and I wonder if it’s a pun on the uniqueness not doneness. The donuts are devastatingly fresh. New products are constantly being put, with the cream being put in some of them just before being put out for sale.

One thing I also really like about these donuts, is that they hold up well if they somehow survive to be eaten the next day. Some donuts need to be consumed the same day. These donuts give you a bit of flexibility.

The Interiors at I’m donut, Jiyugaoka

The donut shop spectrum

This is not your cozy café corner donut shop. It’s like a marriage of deliciousness, productivity and minimalism. If someone said, make donuts but minimalist, I’d imagine this. I don’t want to use the word zen, because this is a very busy shop. Peak Tokyo maybe?

The website shows that other shops in Tokyo have different aesthetic experiences. One looks like a dried flower apothecary. Judging from the pictures on the Japanese website, I need to take a trip to Nakameguro to see the design of the store there.

Story inspiration for Unity Falls

When I imagined creating my fictional shop of Joe’s Donuts for my Unity Falls series contemporary romance series, I could never have imagined a shop experience like this. Granted, Joe’s is a quintessential small-town business and the expectations are completely different. At Joe’s you’re meant to linger and chat with neighbors. It’s a neighborhood hub and a port in a storm. And I love that these two ideas of donut shops, my fictional cozy shop and this minimalist wonder of I’m donut? exist on the donut spectrum.

Explore more donuts

There are several I’m donut? locations around Tokyo that each have a different vibe. I highly recommend trying them out. Get ready though. The lines can get long, and the shop is cashless only. Check for a location convenient to you and the operation hours. Tag me if you go. I’d love to hear your take.

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Instagram | Website

Jiyugaoka Location: in front of Jiyugaoka Station main exit
I’m donut? Jiyugaoka location hours: open 7 days a week 9:00〜20:00

Instagram reel of the interior
Read about I’m donut? on the US website for an English version of the about page

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Stay tuned for more in Cleo’s Tokyo Donuts Series.