If you’ve heard about the “nama doughnut” craze sweeping Japan , I’m Donut? is likely already on your radar. These airy, melt-in-your-mouth treats have taken the country by storm—and the long queues prove it. But did you know that the Harajuku café branch is a bit of a secret spot where you can enjoy these delights without the massive lines?
I popped in to see what the fuss was all about and was pleasantly surprised. Here’s everything you need to know —from how to find the entrance to what’s on the menu, the vibe inside, and even the original merch that’s blowing up on social media.
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What is “I’m Donut?” All About? Born in Tokyo’s trendy Naka Meguro in 2022, I’m Donut? is a specialty shop serving “nama doughnuts”—a Japanese twist on the classic doughnut, known for their incredibly soft and slightly moist texture. They’re fried but somehow feel light, making it dangerously easy to eat more than one!
Since opening, the brand has expanded across Tokyo with locations in Omotesando, Shibuya, and of course, Harajuku . It’s widely credited as the pioneer behind the nama doughnut trend, and queues often stretch for hours.
Basic information Address : 1-14-24 Jingumae, Shibuya, TokyoNearest Stations : Meiji-Jingumae (3 min walk), Harajuku Station (7 min walk)Opening Hours : 10:00 AM – 8:00 PMPayment : Cashless only (cards, QR codes, and e-money accepted)
Eat-in entrance The entrance to the cafe is the escalator to the left of the order counter. To get to the café, head to the main counter where the takeout queue forms. On the left side, you’ll spot a lift (there’s no sign or staff to guide you). Take the lift up to the second floor—it’ll bring you directly into the café space. It’s easy once you know, but very easy to miss if it’s your first time!
What’s the Vibe Like? Eat in space adjacent to kitchen space, 7/8 pairs allowed in. When I visited on a rainy weekday, there was a long queue of 1–2 hours downstairs for takeout. But for the café upstairs? Only three groups were ahead of me —I was seated within five minutes! A total hidden gem.
The café is calm and minimalist, with five table seats and a few standing spots. There’s a one-drink-per-person rule, but free self-service water is available too—a nice touch.
What’s on the Menu? Harajuku shop menu. In addition to this, there are other limited time only menus. Compared to the Omotesando branch, the Harajuku café keeps things simple, but you’ll find all the fan favourites:
Plain – The original. Light, fluffy, and subtly sweet. A perfect intro.Custard – Creamy, melt-in-the-mouth custard with a gentle sweetness.Pistachio – Rich and nutty, for those who like something a bit special.Matcha – Earthy green tea notes balanced by the doughnut’s soft sweetness.Cacao – Deep cocoa flavor with a grown-up twist.Chocolate – Not too sweet, just right for those who want something indulgent but not overpowering.Prosciutto (Cured Ham) – Yes, really! It’s a salty-sweet combo that somehow works. Addictive, even.
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Taste Test: Light, Fluffy, and So Satisfying Plain and chocolate on the left plate, prosciutto and strawberry-chocolate fresh French cruller on the right place. Don’t be fooled by their slightly smaller size —these doughnuts pack a punch in flavor and texture. The outside is gently crisp; the inside is soft and airy. My personal pick? The chocolate. It’s elegant, not overly sweet, and melts beautifully in your mouth. It’s perfect with a hot coffee.
Merch Alert: Cute, Minimal, and Very Giftable Limited-edition goods such as cold storage bags and mugs. Upstairs in the café, there’s also a corner selling I’m Donut? branded goods —think tote bags, mugs and more. The aesthetic is clean and minimal, and the quality is solid. Prices were clearly marked: mugs for ¥2,100 and thermal tote bags for ¥2,750, for example. They seemed especially popular with overseas visitors, making them great souvenirs!
How Long’s the Wait? Here’s a quick breakdown of what to expect (as of my visit):Café wait: About 5 minutes (3 groups ahead)—this may vary by time and dayTakeaway queue: 1–2 hours, even on rainy daysOrder time: Slight wait as there’s usually just one staff member serving upstairs
If you’re not keen on queuing, café dine-in is by far the smoother choice.
Final Tips: Things to Know Before You Go Cash not accepted – Be sure to bring a card or set up mobile payment in advance.Tables are limited – Best to avoid peak hours for a more relaxed visit.English menus (availability varies) – Not always, but the menu is simple enough to navigate with photos.
Final Thoughts If you’re hoping to try I’m Donut? without the long wait, Harajuku’s café is your best bet . It’s quieter, comfier, and you get to enjoy your doughnuts fresh from the kitchen in a chilled-out space. Whether it’s raining, or you just want a stylish break from shopping on Takeshita Street, this hidden café is worth the stop.
Craving fluffy, not-too-sweet doughnuts that melt in your mouth—without queuing for hours? Make your way to I’m Donut? Harajuku. You won’t regret it.
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