Donuts are enjoying their fifth wave since the sweet became popular in the country in the 1970s.
Various stores and manufacturers are launching products with unique textures and flavors to attract attention.
In the sweltering heat of late August, about 50 people lined up in front of the Shibuya branch of the “I’m donut?” chain. The chain, which has four stores in Tokyo and Fukuoka City, is known for its signature high-temperature fried mixture. The doughnuts are crispy on the outside and soft on the inside, and are also known as “raw doughnuts.” In addition to the original flavor, the store also offers chocolate and matcha flavors, priced between 200 and 300 yen.
“I want to taste the delicious taste of this doughnut with my friends,” said Hayato Koyanagi, a 37-year-old office worker in Tokyo’s Setagaya Ward, after buying 12 doughnuts.
Donuts are said to have been popular throughout Japan since a large American donut chain opened in the 1970s. The dessert has experienced several booms in the past. In the 21st century, chewy donuts became popular, and another long-established American brand entered the Japanese market. The recent boom has focused on raw donuts and donuts with cream fillings.
Illustrator Kazumi Mizoroki, who created Donatsu no Tabi (Donut Journey) published by Graphic-sha Publishing, calls herself a donut lover who eats about 500 donuts a year. “Donuts are essentially a fast food. In recent years, more and more people have come to enjoy this simple and convenient dessert with coffee, and the number of donut shops has increased, and not just chain stores,” Mizoroki said. “Also, the demand for takeout during the COVID-19 pandemic has fueled interest in donuts.”
Park Store, a cheesecake specialty store in Tokyo’s Setagaya Ward, sells fist-sized, hole-free donuts filled with cream. The homemade cheese filling has a refreshing taste. The product was developed based on feedback from fans about its size and taste. These donuts are so popular that they sometimes sell out. You can also buy them online.
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