Japan’s I’m donut? is making its first move into Southeast Asia with a new store in Kuala Lumpur, adding another international food concept to the city’s expanding dining scene.
The I’m donut Malaysia outlet will open to the public on 12 September 2026 at The Exchange TRX. It is the brand’s first Malaysian location as well as its first store in Southeast Asia, marking a new stage in its expansion beyond Japan.
Rather than bringing over the Japanese menu unchanged, the company has also developed flavours specifically for Malaysia. That local approach could help the brand connect with consumers in a market where international concepts increasingly compete alongside established homegrown food businesses.
A Japanese Donut Concept Makes Its Southeast Asian Debut
I’m donut? was founded by chef-owner Ryouta Hirako and opened its first store in Japan in 2022. Its main product is the “nama donut”, which has a softer and lighter texture than a conventional donut.
The unusual brand name comes from the idea behind the product itself. According to the company, its donuts were designed to make customers question whether what they are eating fits the usual idea of a donut.
Its Kuala Lumpur menu will include more than 30 flavour selections. Among the signature choices are I’m donut? Original, Nama French Cruller, Pistachio Cream, Cacao and Custard.
Each donut is shaped and fried by hand, while components such as creams are prepared in-house where possible. This handcrafted approach remains part of the concept as it enters Malaysia.
Local Flavours Take a Bigger Role
The more interesting part of the Malaysian launch may be what the brand has chosen not to copy directly from Japan.
Several products have been developed specifically for local consumers. They include Cham, Hojicha Kaya Jam, Milo Glazed, Masala Chicken, Banana Fritter Caramel and Pandan Coconut Cream.
These combinations bring familiar Malaysian flavours into a Japanese-style product.
Kaya, pandan, coconut and Milo already have a strong place in local food culture. Their inclusion suggests that I’m donut? is treating Malaysia as a distinct consumer market rather than simply another destination for an existing overseas menu.
Chef Ryouta Hirako said Malaysia’s diverse food culture and consumers’ willingness to discover new flavours were among the reasons the company was looking forward to its Kuala Lumpur debut.
Why Kuala Lumpur Matters for International F&B Brands
The arrival also reflects Kuala Lumpur’s role as a testing ground for overseas dining concepts entering Malaysia.
The Exchange TRX has become part of a newer retail and lifestyle cluster in the capital. For an international F&B operator making its Southeast Asian debut, such a location provides access to office workers, residents, domestic visitors and tourists within the same urban area.
That matters because competition is not limited to other donut businesses. New entrants compete across a much wider market that includes bakeries, cafes, dessert chains and independent Malaysian brands.
For I’m donut?, novelty may attract early attention. Longer-term growth will depend more on repeat visits, pricing, consistency and whether its Malaysia-exclusive menu develops a following beyond the initial launch period.
This is also where localisation becomes commercially important. International F&B brands often need to balance their original identity with local eating habits. The Malaysian menu gives I’m donut? a way to keep its Japanese roots while offering flavours customers already recognise.
Cross-Border F&B Expansion Adds to the Lifestyle Economy
Restaurant openings can appear to be straightforward consumer stories, but international expansion has a wider business angle.
New foreign F&B concepts contribute to activity across retail malls, food supply chains, logistics, marketing and hospitality. They also create jobs and introduce new operating ideas into an already competitive local food sector.
For Kuala Lumpur, the arrival of another Japanese concept adds variety to the city’s lifestyle economy. It also gives Malaysian consumers access to a product that previously required travelling abroad to experience directly.
The move is equally notable from a regional perspective. Choosing Malaysia for I’m donut?’s first Southeast Asian store gives the country a role in the brand’s international growth story. How consumers respond could provide useful lessons as the company explores opportunities outside Japan.
What Customers Can Expect at The Exchange TRX
The Kuala Lumpur store will begin welcoming customers on 12 September 2026, operating from 10am to 10pm at GS.05.0, The Exchange TRX.
Customers will have access to both the brand’s established Japanese creations and the new Malaysian flavours.
That combination gives the launch two audiences to reach. Malaysians encountering I’m donut? for the first time can try its nama donut concept locally, while people familiar with the brand from Japan can find something different through the Kuala Lumpur-exclusive menu.
A Small Opening With a Wider Market Story
I’m donut Malaysia is ultimately entering a crowded food market where novelty alone does not guarantee staying power.
Still, its decision to make Kuala Lumpur its first Southeast Asian location is significant. It reflects continued interest among international F&B businesses in Malaysia’s urban consumer market while showing how overseas brands are adapting products rather than relying only on their global reputation.
For consumers, it means more choice. For the local F&B sector, it adds another international player to an already diverse market.
The bigger question comes after opening day: whether a Japanese nama donut, mixed with kaya, pandan, Milo and other familiar flavours, can turn curiosity into lasting Malaysian demand.
About I’m donut?
Founded by chef-owner Ryota Hirako, “I’m donut?” is a Japanese nama donut specialty shop.
Its signature nama donut has a uniquely airy and light texture that melts softly in your mouth. Unlike any donut you have had before, it seems to ask itself, “Am I really a donut?” That little “?” became the inspiration for the name “I’m donut?”
From simple classics and cream-filled donuts to savory varieties full of personality, “I’m donut?” offers a diverse selection of handcrafted creations. Each donut is carefully shaped and fried by hand. The shop also uses as few ready-made ingredients as possible, preparing components such as creams in-house whenever possible. Seasonal creations featuring the finest ingredients of each season are also available.
Since opening its first shop in Japan in 2022, “I’m donut?” has continued to offer a whole new kind of donut experience filled with surprise and delight.
