NYC News

Exclusive: Chef Ryouta Hirako of I'm donut ? Talks to Cititour
June 26, 2025, 3:51.28 pm ET

Print


Chef Ryouta Hirako (Photo: I'm donut ?)

Renowned Japanese chef Ryouta Hirako, the visionary behind Tokyo’s cult-favorite I’m donut ?, is now captivating Manhattan with his first U.S. shop—right in the heart of Times Square. Known for his ultra-light “nama” donuts that melt in your mouth, Hirako’s NYC debut has sparked hours-long lines and viral buzz. In this exclusive interview, Chef Hirako talks to Cititour about preparing for the crowds, creating unexpected flavors like Chicken Teriyaki and NY BLT, and designing a serene, minimalist space—complete with a six-ton granite boulder—to bring a sense of calm to the city’s busiest block.


Photo: Cititour.com

CITITOUR: Your shops in Japan are known for long lines. How did you get ready for the crowds in Times Square, and what have you seen so far?
CHEF HIKARO: We didn’t know what to expect for Times Square, however we of course prepared for large crowds just in case. The outcome and the customer’s reaction are beyond our wildest expectations, and we are extremely grateful for the people who wait in line every day to enjoy our donuts!

CITITOUR: Most New Yorkers have never had a nama donut. How do you describeit, and what reaction are you having to it?
CHEF HIKARO: Nama donuts – melt-in-your-mouth delights – are the I’m donut ? signature. The term "nama" means "fresh" or "raw" in Japanese, and it is used to describe these donuts because of their notably light, soft, and moist texture. Our nama donuts are made with a brioche-style dough that uses a proprietary blend of flours and other ingredients. We source high-quality ingredients, and our specialty dough and toppings are meticulously handmade on-site daily, ensuring a premium, unforgettable donut. When I began seeing people’s reactions to their first bite of one of my donuts, I knew I had something special. Surprise, sometimes confusion, happiness, and excitement. I decided that I wanted to share these donuts with people everywhere.

CITITOUR: Why did you choose Times Square for your first U.S. shop, and what does this opening mean to you?
CHEF HIKARO: New York is an iconic city that draws people from all over the world. It is also a gourmet destination with a discerning palate. The best way to introduce our donuts to a global audience was to open a store here. Everyone in the world knows Times Square – this is my dream.

CITITOUR: Your donuts come in flavors like Sake Cream and Chicken Teriyaki. How do you come up with these ideas, and which one do you think will surprise people the most?
CHEF HIKARO: My cooking philosophy mirrors my spontaneous nature. I like to identify as a “non-planner,” and I prefer to let the inspirations of the day guide my creations. Specialties like the sake cream, caramel espresso, or our chicken teriyaki donut are the result of blending our Japanese roots with what we thought would be exciting to New Yorkers. Whilst thinking of types of savory donuts that would surprise locals, we came up with a new flavor, the NY BLT. The BLT is a well-known sandwich, but the "donut BLT" can only be found at I'm donut ? Times Square.

CITITOUR: The shop design is calm and minimal—even with giant rocks inside. Why was that look important to you in a place as busy as Times Square?
CHEF HIKARO: I wanted to create a sense of calm and pause in the middle of all the vibrancy of Times Square. I drew inspiration from Japanese sensibilities of delicacy, modesty, and intention, and wanted the space to reflect that. And yes, the centerpiece is a six-ton granite boulder from upstate New York, repurposed as a communal standing table with two additional boulders (sourced from the same quarry) forming the service counter and rear tea station, where hand-whisked matcha drinks are prepared. This subtle nod to a Japanese rock garden is a reprieve from the bustle of the city.

We thank Chef Hirako for taking the time to speak with us from Japan. For more, visit imdonut.nyc.


^Top