The "Nama Donut" (fresh donut, raw donut) known for its irresistibly fluffy and melty texture is currently a hot topic in Japan. Its appeal, especially the way the cream overflows, has become a huge sensation on social media, drawing significant attention from dessert lovers. This article explores the charm of the Nama Donut and introduces seven recommended shops in Tokyo, Kanagawa, and Osaka where you can try this popular treat.
※All prices include tax.
What Are Nama Donuts? A New Sensation Sweet Sweeping Japan
Nama Donuts are a type of sweet with an extremely soft dough that melts in your mouth, offering a fluffy and chewy texture. They are characterized by their round shape, a coating of sugar on the surface, and most varieties are filled with fresh cream inside.
Ryota Hirako, the owner-chef of the Fukuoka-based bakery "AMAM DACOTAN," is said to be the person who sparked the Nama Donut boom. Incidentall, Mr. Hirako is also the one credited with popularizing the Italian sweet, Maritozzo, here in Japan.
The appeal of Nama Donuts has spread nationwide in Japan, and now various specialty shops have opened all over the country.
What Makes Them “Nama” (Fresh) ? The Difference from Regular Donuts and Malasadas
The “Nama” in Nama Donuts has two main meanings.
First, just like in “Nama Cream” (fresh cream) or “Nama Chocolate” (fresh chocolate), the word “Nama” expresses softness and smoothness. The texture is so soft it feels as if you are eating raw dough, melting in your mouth, which is why they are called Nama Donuts. Second, many varieties have fresh cream kneaded into the dough itself, and are also generously filled with fresh cream inside.
The difference from regular donuts lies in the dough-making process. Nama Donuts use a brioche dough with more eggs and butter, resulting in a fluffy and chewy texture. The frying method is also different. While traditional donuts are leavened with baking powder and fried slowly at medium temperature, Nama Donuts are fried at high temperature for a short time, creating a crispy exterior and a soft, fluffy interior. Another feature is their round shape, not ring-shaped like regular donuts, and they are filled with plenty of cream.
Although the Hawaiian sweet “Malasada” looks similar to Nama Donuts, Malasadas use a yeast dough, are fried, and coated with sugar. They have a crispy, fried bread-like texture, which is slightly different from the fluffy and chewy Nama Donut.
Why Are Nama Donuts So Popular in Japan?
There are several reasons why these donuts are so popular.
First of all, many people are drawn to the unique, fluffy and chewy texture that has never been seen before in donuts.
Another reason is their cute appearance. The round shape and the cream overflowing from inside make them very photogenic, which has made them especially popular among younger generations on social media.
The wide variety of flavors is also one of the reasons for their popularity. The cream fillings range from classic options like plain and custard to matcha and pistachio, offering so many variations that you’ll want to try them all.
7 Popular Specialty Shops for Nama Donuts in Tokyo, Kanagawa, and Osaka
Here are seven recommended shops where you can actually try nama donuts.
I'm donut ? omotesando | Tokyo, Omotesando
The center of the nama donut boom is “I'm donut ?”. This shop is run by the Fukuoka-based bakery “AMAM DACOTAN” and has been a popular spot with constant lines since opening its first location in Nakameguro, Tokyo in March 2022.
Just like the shop’s name, you’ll be surprised by how delicious these are and wonder, “Is this really a donut?” They use several types of wheat flour and knead in whole roasted pumpkin to bring out moisture, richness, and natural sweetness in the dough. The dough is then fermented at a low temperature for a long time and fried quickly at high heat, resulting in nama donuts with a chewy yet melt-in-your-mouth fluffy texture.
The Omotesando store is take-out only and is known for its cute pink exterior that really catches the eye. The most popular items are the Custard (486 yen) and Pistachio (496 yen), and there are Omotesando-exclusive seasonal flavors as well.
The brand also has several other stores, including Nakameguro, Shibuya, Harajuku, and Fukuoka Tenjin, each offering their own limited-edition menu items. They have also expanded overseas to New York, Taiwan, and South Korea, and are gaining popularity worldwide.
I’m donut ? omotesando
- Address: 3-5-18 Kita-Aoyama, Minato Ward, Tokyo
- Access: 3-minute walk from Omotesando Station
- Business Hours: 10:00–20:00 (closes when sold out)
- Official Website: https://peaceput.com/shops/im-donut/
I'm donut ? Gluten-Free Shibuya Aoyama Dori Store| Tokyo, Shibuya
“I'm donut ? Gluten-Free” is a sister brand specializing in gluten-free donuts made with rice flour. Instead of wheat, they use mainly domestically produced rice flour to create gluten-free dough, so even those avoiding wheat can enjoy delicious nama donuts.
Popular menu items include "I'm free? Original" (280 yen), "Matcha White Chocolate Brûlée" (442 yen), and "Pistachio Cream" (496 yen), among others.
I'm donut ? Gluten-Free Shibuya Aoyama Dori Store
- Address: 2-9-1 Shibuya, Shibuya Ward, Tokyo
- Access: 8 minutes on foot from Shibuya Station
- Business Hours: 10:00–20:00 (closes when sold out)
- Official Website: https://peaceput.com/shops/im-donut/
UNI DONUTS Yokohama Bay Quarter Store | Kanagawa, Yokohama
This is "UNI DONUTS," operated by the Yokohama-based café "UNI COFFEE ROASTERY." The dough is carefully kneaded with pumpkin, which gives the donuts a gentle sweetness and a fluffy texture. The result is a soft, melt-in-your-mouth sensation that is their signature feature.
There are six flavors to enjoy: plain, whipped cream, custard, strawberry, matcha, and chocolate. In addition, various limited-time flavors are also available, so be sure to give them a try.
In addition to the Yokohama Bay Quarter store, locations can also be found in Hokkaido, Tokyo, Chiba, Aichi, Osaka, Hyogo, and even Bangkok, Thailand.
UNI DONUTS Yokohama Bay Quarter Store
- Address: 1-10 Kinko-cho, Kanagawa-ku, Yokohama-shi, Kanagawa, Yokohama Bay Quarter 3rd Floor
- Access: 3 minutes on foot from Yokohama Station
- Business hours: 11:00–16:00
- Official website: https://unicoffeeroastery.jp/
&TOKYO | Tokyo
Located in Gransta Marunouchi at Tokyo Station, "&TOKYO" is a takeout specialty shop with direct access from the station.
It features a unique texture that is crispy on the outside and fluffy on the inside. The subtle sweetness of chestnut pumpkin paste kneaded into the dough spreads in your mouth with every bite. There are nine flavors: plain, pudding, roasted green tea, sweet red bean butter, sweet red bean fresh cream, matcha, and Mazesoba.
The Mazesoba is topped with the mazesoba from the affiliated ramen shop "Dame na Rinjin." Be sure to try this unique combination of sweets and noodles!
&TOKYO
- Address: B1 Floor, Gransta Marunouchi, 1-9-1 Marunouchi, Chiyoda-ku, Tokyo (outside ticket gates)
- Access: Immediately outside the Marunouchi Underground Central Gate at Tokyo Station
- Business hours: [Mon–Sat] 8:00–22:00 [Sun & Holidays] 8:00–21:00
- Official website: https://www.gransta.jp/mall/gransta_marunouchi/andtokyo/
we♡donut Kagurazaka Store | Tokyo, Kagurazaka
“we♡donut” is a sister brand of “Takagi Coffee,” which is known for its house-roasted coffee and pancakes. Based on the concept of “Donuts that bring a little happiness to your day,” their donuts are handmade in-store from scratch using 100% domestically produced wheat and carefully selected ingredients. They offer a wide variety of flavors, including raspberry chocolate, pistachio, and sweet red bean with butter, as well as limited-edition flavors each month.
The Kagurazaka location has 16 eat-in seats and a wide selection of drinks, so you can relax and enjoy your time inside. In addition to the Kagurazaka shop, there are also locations in Jiyugaoka in Tokyo, and Whity Umeda and Senri Chuo in Osaka.
we♡donut Kagurazaka
- Address: 1F, Kagurazaka TN Hills, 5-1-2 Kagurazaka, Shinjuku-ku, Tokyo
- Access: 3 minutes on foot from Kagurazaka Station, 6 minutes on foot from Iidabashi Station
- Business hours: 10:00–20:00
- Official website: https://welovedonut.com/
TRUFFLE DONUT Osaka Kyobashi | Osaka, Kyobashi
At “TRUFFLE DONUT,” which originated in Tottori, you can enjoy their signature donuts made with a special fluffy and chewy dough kneaded with pumpkin and accented with the aroma of high-quality truffle oil.
The signature item is the “Freshly Fried Truffle Plain” (320 yen), which is fried to order. The combination of truffle oil and truffle salt creates a sophisticated balance of sweetness and saltiness, making it a great choice even for those who don’t like overly sweet treats.
A recommended limited flavor unique to Osaka, famous for its mixed juice, is the “Mixed Juice Cream” (400 yen). There are also plans to open locations in Thailand and Taiwan in the future.
TRUFFLE DONUT Osaka Kyobashi
- Address: 1F, Charme Kyobashi, 3-13-24 Higashinodamachi, Miyakojima-ku, Osaka-shi, Osaka
- Access: 3 minutes on foot from Kyobashi Station (Osaka)
- Business hours: 10:00–18:00 (last order 17:30)
- Official website: https://truffledonut.com/
MILK DO dore iku? KITTE Osaka | Osaka, Umeda
The “MILK DO dore iku?” donuts, which originated in Sapporo, Hokkaido, are characterized by their fluffy and soft texture, made with 100% freshly squeezed Hokkaido milk and fried in rice oil for a crisp finish.
The “Hokkaido Yogurt” (380 yen), available exclusively at the KITTE Osaka location, features a blend of rich Hokkaido fresh cream and yogurt, accented with lemon for a refreshing tartness.
MILK DO dore iku? KITTE Osaka Store
- Address: KITTE Osaka B1F, 3-2-2 Umeda, Kita-ku, Osaka-shi, Osaka
- Access: Directly connected to Osaka Station
- Business hours: 11:00–21:00 (Eat-in last order 20:30)
- Official website: https://milkdo-doreiku.com/
Did any of the shops or fresh donuts catch your eye?If you have never tried fresh donuts before, be sure to experience this new type of sweet for yourself.
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