Japanese doughnut brand I’m donut ? has officially entered the Indonesian market, opening its first outlet at Plaza Indonesia, Jakarta. The store, located on the basement level at unit #61, is operated by Erajaya Food & Nourishment, part of Erajaya Group, and introduces the brand’s signature doughnuts known for their light, soft texture.
Founded by Chef Ryota Hirako in March 2022, I’m donut ? originated in Nakameguro, Tokyo. The brand is known for its approach to doughnut-making, using a specially developed brioche dough to create a texture that is lighter and softer than conventional doughnuts. Since its establishment, it has expanded into several international markets, including New York, Taiwan, South Korea and Malaysia, before opening in Indonesia.
Jeremy Sim, CEO of Erajaya Food & Nourishment, said the brand’s arrival reflects the company’s effort to introduce different culinary concepts to Indonesian consumers. “We see that consumer needs and preferences in food continue to evolve. Through the arrival of I’m donut ? in Indonesia, we want to introduce an option with a distinctive product character and experience that is also relevant to changing consumer lifestyles. We hope the brand will enrich Erajaya Food & Nourishment’s portfolio and offer Indonesians a new way to enjoy Japanese-style doughnut creations,” he said.
Chef Ryota Hirako also sees the Indonesian opening as an opportunity to understand local food preferences. “Every market has interesting preferences and culinary habits to understand. For us, entering Indonesia is an opportunity to get to know local tastes more closely and see how I’m donut ? creations can be enjoyed by people here. We hope to offer an experience that retains the identity of I’m donut ? while also feeling relevant to Indonesian food enthusiasts,” he said.
The Nama-Donut Concept
The name I’m donut ? refers to its nama-donut concept, inspired by the Japanese word nama, meaning fresh or raw. It describes the doughnuts’ signature light and soft texture.
Each doughnut is made using a specially formulated brioche dough and a selection of premium ingredients, with the products prepared by hand. The menu features both sweet and savoury creations, offering a range of flavours and interpretations of the doughnut format.
For its Indonesian debut, the brand offers around 30 varieties, made fresh daily, with prices starting at IDR 18,000 per piece. The selection is accompanied by matcha- and hojicha-based drinks.
Exclusive Flavours Developed for Indonesia
To mark its arrival in Indonesia, I’m donut ? has introduced several doughnut varieties developed specifically for the local market. The selection includes savoury options such as Miso Chicken Green Curry and Tuna, Potato & Egg, alongside Martabak Manis, inspired by the Indonesian sweet pancake.
The menu also features two flavour collections incorporating ingredients familiar to Indonesian consumers. The Ube Series includes I’m donut Ube, Ube Glazed and Ube Cream Cheese, while the Pandan Series offers I’m donut Pandan, Pandan White Chocolate and Pandan Kaya Jam Sandwich.
Through these local-market creations, the brand combines its signature nama-donut texture with flavours developed to appeal to Indonesian preferences.
The first Indonesian outlet at Plaza Indonesia marks the beginning of I’m donut ?’s expansion into the local market.
I'm Donut
Plaza Indonesia, Level Basement
Jl. M.H. Thamrin, Central Jakarta
