Soft, fluffy and airy donuts, optionally filled with cream that's not too sweet. What's not to love? The inside of this shop could be described as having an Apple Store aesthetic. Upon entering this store, you're greeted by an employee that will hand you an order form. Check off the donuts you want to buy, and head to the cashier. Enjoy your delicious brioche donuts! read more

I'm donut ? - Matcha cream and a few other flavors - Donuts Near Me - New York, New York

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I have eaten a lot of doughnut around the world, and this has to be one of the best doughnut I have tried. (I had a doughnut phase, like don't we all?!?! lol) Thankfully, there was no line as we went there when they opened on a weekday. There was a lady in the middle with a bunch of menus in a clipboard where you can mark up how many donuts and which donuts do you want. The process was pretty efficient however, they do have a lot of different options which was hard for me to choose. After you make your selection, she will put that into the system and you go pay up in the front. I have tried their original and glazed, which is a vegan doughnut. Their original doughnut is where it is at! Like the name of the place it doesn't really count as doughnut, but it also doesn't count as mochi. It is in between of those two textures. This place was clean and organized. And I would put this place as my Top 3 donuts I've ever had. read more

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Very cool donut shop located on a side street in Times Square. The donut flavors were very appealing to me, especially as they had a matcha cream to choose from. I believe the single donut I got was around 9 dollars with tax, so it's definitely more than I'm used to paying for a donut. That being said I feel it was worth what I paid. The matcha donut was absolutely covered with matcha powder and had a generous amount of cream inside. The flavor was great and I liked the texture of the donut. If you have a sweet tooth, I'm donut offers a unique donut experience. Worth a visit if you're in the area. read more

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The original donut is AMAZING!!! The glazed was also really good. The peanut butter and jelly was good but it was over stuffed and messy. For me out could use half the filling and it would've been perfect. The shop was very clean and minimalistic and the staff is friendly. The ordering process is feel is very wasteful and didnt save any time. Ordering on large sheets of paper is unnecessary, wastes time, and awaste of paper. Not environmentally friendly at all. I hope the open a location in SoCal, but until then we will stop by for the original every trip to New York read more

I'm donut ? - Original and glazed - Donuts Near Me - New York, New York

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Unfortunately... a tourist trap. Very overpriced, we could not finish any of the 4 donuts we bought, they did not taste good. Either overly sweet or overly artificial tasting. I appreciate the creative and fun nature of their menu. read more

I'm donut ? - Donuts Near Me - New York, New York

If you prefer light donuts, this is your place to go! Very airy and chewy and surprisingly light and not too sweet. The donut is on the smaller side so it's not burdensome at all, for a light dessert or snack. We tried the Oishii collaboration menu and got the Custard Donut for $10.98. Would love to come again to try their other flavors - even savory options! read more

I'm donut ? - Strawberry Oishii Custard - Donuts Near Me - New York, New York

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Organized ordering through the form. $12 is steep for their special donuts + Original ($3.98): chewier, less sweet sweet, and way smaller than American donuts (7/10) read more

I'm donut ? - Original ($3.98) - Donuts Near Me - New York, New York

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This donut shop was right downstairs where I was staying. I didn't know anything about it but wanted something sweet. Walking in you are greeted with friendly faces. Then they ask you to fill out a form for your order. Inside was bright and you can see all the baking behind the counter. I ordered the original donut and the Strawberry donut. I also got the lavender yuzu drink. The strawberry donut was delicious. Fresh fruit on top and inside. Filled was a light custard. The original was nice and soft. The drink was good as well. Nice sweet treat in the city. read more

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Wanted to dislike these because it's a bit of a trek to get here and the donuts aren't exactly cheap, but... wow. They were incredibly soft, light, and worth the trip. I'm not a fan of dense, heavy donuts, so these were right up my alley. We got the Original, Choco Shell, and Caramel Espresso Cream. The Original is a must if it's your first visit. It's light, airy, slightly chewy, and not overly sweet. I could easily eat a few of these in one sitting. I almost regretted getting the Caramel Espresso Cream because I'm usually not a fan of caramel. I was worried it would taste artificial or be overly sweet, but it ended up being my favorite. The caramel had a rich, slightly burnt, nutty flavor, while the espresso actually tasted like real espresso with a pleasant bitterness. As someone who loves coffee, I thought it had the perfect balance of bitter and sweet. The Choco Shell was my least favorite. I felt that the chocolate coating took away from the soft, pillowy texture that made the donuts so good. That said, my boyfriend really enjoyed this one since he likes his desserts on the sweeter side, so it really comes down to personal preference. read more

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I had a great experience here at I'm donut ? The ordering was very simple and fast. You fill out a sheet of what you want and the sheet is very easy to read with pictures of the options provided. After filling it out, there's staff to check it and confirm everything for quality control. It's a good system they have. The donuts themselves were delicious. Zaku-Zaku a personal fave. No seating offered, sometimes can get very busy as it is in Times Square and is a hot destination. Inside it's very bright and welcoming. read more

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Oh my Word! I was casually walking by when I saw a huge crowd walk out..I was intrigued...is this a donut factory? Welppp I walked in and my life is forever changed. These donuts are PILLOWY SOFT! The flavors are subtle yet powerful both at the same time. Just Wow! Incredible If you think your basic for simply ordering the glazed well prepare for your world to be rocked . In total $22 for 3 donuts and a matcha. Considering I paid $17 around the corner for a mediocre chocolate chip cookie and a smaller matcha...this is well worth it . No regrets and I'm guaranteed to do it again Genuinely the best donut I've EVER had . It's really indescribable . You have to try for yourself. read more

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Delicious donuts but quite pricey. Not too sweet and best to be eaten fresh. Tried ordering a few to bring home twice and it just wasn't as good , it got a bit greasy. I personally like the matcha donut. The cream version if you like more sweetness. Seasonally they would have a few season flavors. During the summer they had the Oishii Matcha Strawberry Cream donut, and it tasted like yogurt with the matcha donut. I also didn't like how I wasn't able to adjust the sugar level for the drink. read more

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Their original Nama donut is good. Nice slight crunch in the crust, soft, chewy center. Not too sweet. I really like it. Matcha donut is $2 more expensive, at $5.95. Similar to the original donut but more strong bittersweet taste due to the matcha. Matcha powder generously coats the donut. I wouldn't get this next time as it's expensive but it's enjoyable. read more

I'm donut ? - Nama donut - Donuts Near Me - New York, New York

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It lives up to all the hype. Donuts are soft and pillowy, and are fried. The filled ones are delicious and have just the right ratio of filling to bread. I will say it's a bit messy to eat so grab your napkins. The store is very cute and right off of Times Square. Order on a sheet before entering! Original - simple, taste of the dough itself is chewy Pb&j - love the filling flavor, pb is sweet like Reese's Tangerine royal milk tea - seasonal, unique flavoring, tea forward with a hint of citrus read more

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I checked out I'm donut? A popular Japanese donut shop from Japan. This is their only location in the US. They have a nice aesthetic inside and the ordering process was confusing at first but there's a worker there to help. I got the matcha donut and the sake cream donut. The matcha donut was actually really good but the sake one was tasteless AF. It's very expensive for a donut here so I don't think it's worth the price at all. There are so many bakeries in New York go somewhere else read more

I'm donut ? - Donuts Near Me - New York, New York

I was walking back from a restaurant for my lunch break and I came across "I'm donut?" in Times Square. I coworker had mentioned the place in the past, so I decided to give it a go. The shop has a great aesthetic, and the employee who helped me was friendly and welcoming. I kept it simple and ordered two glazed donuts. I'm not a hard man to please, but these donuts were incredible. Light and fluffy and glazed to perfection, much like how I'm glazing this place in my review haha. The only downside is the price. At $4.98 for a glazed donut, it's definitely on the expensive side. Maybe that's just the Times Square premium, but after taking my first bite, I had zero regrets. These donuts were absolutely off the chain. read more

I'm donut ? - Donuts Near Me - New York, New York

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3.5! We went in to try this place now that the social media buzz surrounding this has plateaued. And no lines - yay! Upon entering, the ordering system is weird because there's one person manning the order placement - in one section. Upon placing and paying, we must wait and collect from another section. It felt weird because the signage or the placement did not make any of this apparent. The donut itself (we got the matcha one) is soft and fluffy. However, the prices make no sense to me - one donut was $6. The fancier ones went up to $11-$12 for one donut. read more

I'm donut ? - Donuts Near Me - New York, New York

Was in the city for an in office day and decided to investigate the neighborhood near our new office. Happened upon I'm Donut which I had heard about. It was busy but efficient inside and I ordered the Oshie box of 2 specialty donuts to bring home. They were pricy but awesome. I would come back here again as the donut quos d uniqueness is top notch. read more

I'm donut ? - Oishii box - Donuts Near Me - New York, New York

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Been seeing this place all over my tiktok, so I had to try it while I was in nyc! It was my first time trying a brioche donut too, so I was really excited! We went at a super awkward time tho, around 6:30pm right before a dinner reservation we had, so we only got 1 donut to try. A bunch were already sold out by the time we got there, but luckily they still had the matcha cream one because that was one I wanted to try :) We actually ended up eating it the next morning, but oh my god was it good. We refrigerated it so it was nice and cold, the matcha flavor was so strong, the donut was so chewy and fluffy and surprisingly not too sweet. It was literal perfection. I can't even imagine how good it would've tasted fresh. But despite how good it was, I'm not sure that I can justify an $11 donut...... Nonetheless, I still really want to go back to try some of the other flavors and especially their savory donut sandos. I've never had a savory donut sando and it sounds divine. There is no seating inside, so you're going to have to stand around outside to eat it if you want to eat it right away! read more

I'm donut ? - matcha cream - Donuts Near Me - New York, New York

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Yummy donuts! What can I say... I love a good donut. These are really yummy- the dough itself isn't very sweet and are quite airy/fluffy, closer to a yeast donut. We tried the chocolate donut (not filled) and the custard donut. Both were tasty but I definitely preferred the filled donut. The chocolate had a rather mild chocolate flavor- similar to a chocolate cake you would get at an asian bakery. I wished it was glazed or had more sugar because it was rather lacking in flavor in general. A little on the pricey side, quick service though! I love donuts in general and would probably still eat both again. Overall, I would recommend! read more

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We got the I'm donut chocolate, chocolate shell, Zaku zaku, caramel espresso cream, matcha cream and a strawberry matcha latte. All of the donuts were well balanced in flavor and soft and fluffy. Service was quick! Ambiance was definitely modern and was an experience! Should try! read more

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Walked here on a Tuesday afternoon and was pleasantly surprised to see there was no line so I walked straight in. First time here and was amazed with the selection available to select from. I was confused and the person helped me with my making my choices. I chose: 2 originals 1 matcha 1 chocolate - which apparently is loved by everyone The original was good but my kids weren't a massive fan because it was too spongy. The did like the matcha one better than the original. The chocolate one was the winner out of all - this one wasn't shared with the kids rather, my friend. I would definitely come back and go for the chocolate. There were also $10 donuts but given it was my first time there, I wanted to try the original first before venturing out to other flavors. read more

I'm donut ? - Donuts Near Me - New York, New York

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Beautiful donuts that are not too sweet. This place is more of a grab and go and the donuts have the quality of being not too sweet with different varieties including savory. They aren't the most doughy versions but if you want to mix it up from the Times Square chains, it's a good option. No seating but the staff was nice and quick to work through the order. read more

I'm donut ? - Donuts Near Me - New York, New York

Prepared for I'm donut to be just hype, I was pleasantly surprised with how delicious these donuts were! The brioche-like donut comes either filled with cream or alone in flavors like their original, matcha, or chocolate. They have some NY-only options like the PBJ, caramel espresso, and even an anchovy donut... and some interesting savory options like a donut hamburger. ** Original (5/5): it looked like a traditional jelly donut, and the inside is not only fluffy but also moist and slightly dense (some may describe as slightly undercooked?). The outside coating of layer made it nice and sweet. Super tasty and light! ** PBJ (5/5): this one tastes decadent with the sweet peanut butter cream and sweet fruit jelly. Harder to appreciate the uniqueness and fluffy moist interior of their donuts but definitely super delish! I would definitely recommend getting at least one of their unfilled donuts to see how unique and tasty their donuts are! And loved the PBJ filling, can't wait to try their matcha and espresso ones-- om nom nom~~ Their ordering system seems a little redundant (mark choices on paper, have someone come talk to you to confirm, give the paper to the cashier who then confirms it with you again before the order is prepared), but since the line was short, it was fine. Can't imagine how long it would take with a long line! The staff were all very nice and friendly though :) Inside is simple, bright, and clean. There's some merch on the wall and otherwise no tables or seats, so plan to take your donuts to go! If you're in the theater district or near Times Square, I'd recommend stopping by! read more

I'm donut ? - Original ($4)-- fluffy chewy interior :) - Donuts Near Me - New York, New York

Pillow-like donuts with a unique ordering system. You fill out a paper form, hand it to the staff to pay, and wait for your treats. Visual display of all the choices on the counter. There are no tables inside for dining. The Oishii strawberry custard and matcha strawberry cream donuts was fresh and light, while the heated anchovy cheese donut provides a bold, savory-sweet surprise. Not heavy nor overwhelmingly sweet. Can eat more than two without feeling too much. read more

I'm donut ? - Anchovy donut - Donuts Near Me - New York, New York

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Wow ..... I've never been wowed by a donut but when I went to visit I'm donut ? In NYC I was blown away by my first bite into my caramel espresso donut. It was so light and fluffy and the espresso cream was perfectly sweetened not overly sweet. It was just bite of heaven. When you first enter the customer service rep is right there and shows you where you can order your donuts and then you hand in your tally sheet to that person and then they point you to the register you pay and you wait. Very organized! I loved it and very clean. That establishment was impeccable and very neat. They do have merchandise you can buy that's available. They also have sandwiches breakfast sandwiches that you could try with their light and fluffy donut. My husband had the sake donut and it actually was very delicious. It wasn't overpowering. It was light fluffy bite. We are definitely going to go back. I want my daughters to try it. I wanted to bring home a donut for them but they have to stay somewhat cool so it doesn't ruin the taste or textures so we're going back this Friday with my children to go have and I'm donut? So if you're in the New York City area and you are squished in times square stop over to 45th Street and you'll see I'm donut ? and I totally recommend it. It is totally worth the price. Enjoy! #tastebudadventures #oishi #delicious read more

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Originally was from tokyo, Japan. Ppl said they have flavour uniquely to here, like the pb & J. A short line when we get there around 10ish, it moves pretty quick. They also have merchandise inside to purchase. We got: Original Pb&J Tangerine royal milk tea - limited edition Kinda in the oily side,but I love the airy and chewy light mochi type. I can eat 5 of the original by myself. Note: not recommend to travel with, because of the fresh cream and chewy texture will become hard. read more

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I had heard about this Japanese donut brand a while ago when they first opened, and remembered they had giant lines. Based on this and their great for business but horrible for me (and most New Yorkers) location in Times Square, I planned on waiting a while to go here until the Instagram and TikTok hype died down. This worked out perfectly recently as I was walking home from a dinner at Ci Siamo, and as it was pretty late, there was a handful of people there but no line. The staff, when I walked inside, were friendly, and noted that a few things were sold out. They showed me the menu, and I got out of there quickly after ordering, as it only took a couple of minutes more. After looking through the board menu, I went with one of their signature donuts, an "I'm donut? matcha." The signature donuts range from $3.95 to $5.95 + tax, with mine being the latter price. The donuts are listed as nama/生, a Japanese term meaning raw or fresh, which you can also find with the excellent 'Royce brand of nama truffles. As with said truffles, it really means that they are soft enough that they melt in your mouth. The donut was pretty similar in texture to a powdered donut, though even softer. Outside of this, and not surprisingly for an Asian dessert, it was very lightly sweet, so if you're used to Krispy Kreme or similar, you might not like how subtle the sweetness is here. The matcha flavor was present with a mild bitterness, though I'm not sure if it was worth it for the extra $2 compared to the plain nama donut. If I were to go back here, I would potentially splurge on the sake cream or stick with their original. The latter feels more worth it as I definitely prefer the texture here over a standard donut, regardless of it being pretty small and pricey. Good for a one-and-done, otherwise. read more

I'm donut ? - I'm donut? matcha. $5.95 + tax as it's $2 more than an original. Soft with subtle sweetness and matcha. Good but pricey - Donuts Near Me - New York, New York

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Cool donut spot in the heart of the theater district! We popped by for a few donuts before a show, and fortunately there was no line at around 7pm. The donut varieties were really interesting, spanning a bunch of sweet and savory options, from strawberry to scrambled eggs (yes, really). We kept it simple with some of the classics - an original, and a strawberry. Both were good, the donuts were light and fluffy, not super dense. The strawberry flavor was good, a bit sugary for me but still did the trick. I'd come back to try some of their more interesting flavors on my next visit! read more

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This donut place has been on my list for a little while, we finally made it !!! I just want to try every single one of them! You grab a clipboard to order, and just check off whichever ones you want to get and go up to the register to check out! We got 6 different ones to try, their donuts are very light and fluffy!! We love the filled ones more than the plain ones!! If you love matcha, definitely get the matcha cream filled one!! All the ones we tried were so good that we got them again the following weekend! Next time if you are near time square and craving for sweet, definitely try this Japanese donut spot! You will not disappoint! read more

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First, the employee Charlize was great & super patient with my one too many questions about donuts of all things haha. I got the lemon one & yes it was pricey but it was indeed tasty. I'd go back to try other fun flavors. read more

I'm donut ? - Lemon donut - Donuts Near Me - New York, New York

Ordered: I'm Donut? Original (~$4) Custard Cream (~$7) Glazed Ring (~$5) Aya's take: Wow, I'm blown away! I'm Donut? truly redefines what a donut can be and quite frankly has ruined all other donuts for me! The question mark in the name is a nod to their innovative approach & creative flavors. This is evident with their nama donuts, translating to "fresh" or "raw" in Japanese, which are unbelievably soft, fluffy, and moist. My favorite was the Custard Cream filled with a light and fluffy custard paired with the soft brioche exterior. It was truly unforgettable. The I'm Donut? Original and Glazed Ring were also absolutely delectable and gone in seconds! Chef Ryouta Hirako did his big one with this concept. I've never been more impressed with a donut and can't recommend it enough if you're in NYC. read more

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Very cute spacious store with good branding! The donut itself is very well made with nice layers on the inside and creams that are not too sweet but still very flavorful. For the Oishi set you can also tell they use the authentic fancy strawberries from Asia so no false advertising there! I just think in general, their pricing is a bit high for what it is. And sadly the packaging for your food...leaves much to be desired, especially with a store interior that has literally dozens of branded items they want to sell you hat are pretty cute. With that, their actual product, should have better wrapping or holders for the donuts -- especially considering the price point. read more

I'm donut ? - Oishi Set - Donuts Near Me - New York, New York

LOVE LOVE LOVE I'm Donut. Viral spot from Japan finally makes there way to NYC (and in Times Sq) of all places. Don't let the location scare you, it's on a quieter-ish part of Times Sq. Nowadays, there's no lines - I went a few times throughout the week, once in the middle of the day around 2pm, once at 5pm and another time in the evening and there were no lines each time. The staff are super friendly and help you through the ordering process; it's a clipboard and you just write in how much of each donut you want. You give your clipboard and they will confirm your order. They have rotating donut flavors so check back in regularly. I tried several of them, but my fave is honestly the classic or matcha one, to emphasize how deliciously SOFT and PILLOWY these donuts are without any distracting flavors. They are lightly sweet and have a nice dusting of powdered sugar. The matcha cream one is matcha-y and also not too sweet but def a little heavier. Even the vegan donuts are delicious. The strawberry donut which is vegan doesn't taste vegan at all. The savory ones were not for me - the egg one was interesting, but sweet scrambled eggs kinda threw me off. The PBJ one was alsoooo delicious and on the sweeter side. read more

Reallllyyyy DELICIOUS!!! BEST DONUTS OF MY LIFE!!!! I honestly didn't think much of it, I didn't even want to get them cause I thought they were a bit pricey, but WOW. I can only dream to have this donut spot open up in my area. They were the perfect texture and literally melted in your mouth. They were pillowy and the flavors were great. I believe they're Japanese style donuts. It's a MUST try if you love donuts. They have some crazy flavors. Like a 5 min walk from the center of time square. Service was informative and the aesthetics are cute. The matcha no filling 8/10 Espresso filled 8/10 Original 10/10 Chocolate Shell 10/10 read more

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The pros: Donuts are very soft, fluffy, and airy. They are not too sweet, so you won't feel heavy after you've eaten one. The cons: Expensive, no place to sit, and donuts are not always available super fresh. Bottom line: These donuts are fancy and high quality, but it's hard to actually enjoy them in a way that respects that quality. I was lucky enough to try I'm donut ? in Japan, and it was better there-- possibly because it was more recently made vs the one I got at Times Square. read more

Am I? I guess the name is attention-grabbing, and it reminds me of the Virginia food stand "You like skewers!" Regardless, I found myself in the I'm Donut ? in Manhattan and decided to stop in for a half dozen critters. A few signature donuts, two custard creams, a tangerine royal milk team, and a sakura raspberry cream. Each one was fluffy, slightly crispy, and had a gentle and light filling, not too sugary or sweet. A nice combination that satisfied the itch for dessert but didn't fill us up too much. An imminently reasonable dessert for the lighter crowd. If you find yourself near I'm Donut ? respond in the affirmative and try one of these babies. I'm Donut? Yes I am. read more

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Came here because we had time to waste before a show. The guy working said the Sakura was the best donut so we did - and it was delicious, although raspberry flavored which was confusing since Sakura should be cherry, right? The donut cost $8, so that's the ding. That's a lot to pay for a small donut! read more

I'm donut ? - Sakura donut - Donuts Near Me - New York, New York

Surprisingly very good and fluffy. I'm usually not a donut person bc it's usually too sweet but this is a good balance. Good service, the worker that was helping me explained the ordering process and each individual flavors that they have. The service was quick and pleasant. This place is takeout only so they don't have a place to sit down and eat. Donuts are not too sweet and pairs well with the cream. The dough is nice and fluffy even after we leave it out for awhile. The custard cream is very good. Didn't get to try this in Japan but glad there was one near us in NYC. read more

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Cute idea, but my donuts tasted like the oil needed to be changed. This limited-edition Oishii Matcha Strawberry Cream has a great balance between berries and cream, and Zaku-Zaku has a nice crunchy cover of nuts, but the lack of freshness was problematic. It's a fun concept in a tough location, but there is room for improvement at this price-point. read more