KUALA LUMPUR, Aug 28 — September just got a lot sweeter as Japan’s I’m donut? will be opening at The Exchange TRX on September 12. 

Founded by chef-owner Ryota Hirako back in 2022, the donut specialty shop has locations all over Japan, Seoul and New York. Some outlets are also labelled gluten-free. 

This Malaysian outlet located on the ground floor of The Exchange TRX will be their first Southeast-Asian outpost. 

Another outlet in Jakarta has also been teased on social media, but there is no confirmed opening date yet. 

What makes these nama donuts totally unlike a traditional donut is their crisp exterior and airy, soft interior that melts in the mouth — so much so that even the donut faces an existential crisis, asking, “Am I a donut?”

That’s why each paper covering your takeaway donuts has a question mark on it. 

That impossibly cloud-like texture comes from an original brioche dough, which uses a secret flour blend combined with Japanese kabocha pumpkin.

For Malaysia’s opening, they hired Japanese art director Yuni Yoshida to design visuals that imagine the donuts as bejewelled pieces.

The talented artist has also teased her artistic visuals to mark the I’m donut? opening in New York and Seoul. 

For the New York shop, she created framed paintings of the donuts and their ingredients, while Seoul’s opening visuals featured donuts in table settings, candlesticks, mugs and glasses

Expect to indulge in a range of their nama donuts, such as the Original filled with custard and various other fillings like Pistachio Cream, which is made with pistachio paste and fresh cream. 

There will be the Nama French Cruller dusted with icing sugar and of course, a decadent Cacao one crowned with cacao nibs.

While sweet flavours dominate, savoury ones aren’t ignored, leaving no room for those who dislike sweets to argue that they cannot enjoy the donuts.

In Japan, savoury toppings include teriyaki egg, keema curry and prosciutto. 

New York offers a range where glazed donuts become a BLT or chicken teriyaki ginger sandwich. 

Each country has its own exclusive limited flavours. For instance, New York has fillings like peanut butter cream and concord grape jelly and a dry junmai sake and chantilly cream.

In South Korea, flavours are inspired by familiar ingredients like seaweed, honey makgeolli cream, matcha honey sesame cream and even popular Korean dishes like bossam.

This June saw a collaboration with K-pop group Aespa who unveiled, I’m a lemon and a sour tiramisu donut to promote the release of their song, Lemonade. 

Who knows what Malaysia’s limited editions will be — perhaps one with pandan and gula Melaka or maybe even a nasi lemak version?

We wait with bated breath for the September 12 reveal.

I’m donut?

GS.05.0, The Exchange TRX, 

Persiaran TRX, 

Tun Razak Exchange, Kuala Lumpur. 

Open from September 12 from 10am to 10pm.

Instagram: @imdonut.mys