Tokyo Donut Concept Expands NYC Footprint With Strategic Produce Partnership

I'm donut ? times square, the Tokyo-born nama donut shop that opened its first U.S. location in April 2025, is collaborating with Oishii, the indoor smart farming company behind Japanese-varietal strawberries, on a limited-edition summer donut collection. The offerings will be available from May 29th through August 31st at the Times Square location, positioning the concept as a growing player in NYC's experiential dessert hospitality scene.

The collection includes two new donuts priced at $10.98 and $11.98, plus a bundled box option at $21.98.

Menu Strategy and Offerings

The Oishii Strawberry Custard ($10.98) pairs fresh Koyo Berries with the shop's classic custard cream inside a nama donut, topped with a whole berry. The Oishii Matcha Strawberry Cream ($11.98) combines Koyo Berries and housemade Koyo Berry yogurt cream within a matcha nama donut. An Oishii Box ($21.98) includes one of each flavor along with an exclusive collaborative sticker.

Nama donuts—soft, fresh pastries that melt in the mouth—have become the signature offering since I'm donut ? opened its first U.S. location in Times Square in April 2025, attracting consistent customer lines. The limited-time offering strategy reflects broader hospitality trends toward exclusivity-driven traffic generation.

Founder Perspectives on Craftsmanship

Chef Ryouta Hirako, I'm donut ?'s founder, articulated the partnership's philosophy: "I'm donut ? and Oishii are both deeply inspired by Japanese craftsmanship and committed to pushing boundaries in our respective categories. The Koyo Berry's flavor and freshness made it an exciting ingredient to work with, and the innovation behind it closely mirrors our own approach to reimagining what a donut can be."

Hiroki Koga, Oishii's founder and CEO, emphasized the alignment of brand values: "At Oishii, we're always looking for partners who share our dedication to craftsmanship, innovation, and creating truly memorable food experiences. As a longtime fan of I'm donut ?, this collaboration felt especially meaningful because both brands are rooted in a distinctly Japanese approach to food — one that values precision, flavor, and deep attention to detail. Seeing our Koyo Berries so thoughtfully incorporated into these nama donuts has been an incredibly exciting and delicious journey."

Operational Details

I'm donut ? times square is located at 154 West 45th Street (between Sixth and Seventh Avenues) in New York City.

Implications for Hospitality Operators

This collaboration signals key trends for restaurant and foodservice operators navigating competitive urban markets. Limited-time offerings (LTOs) continue to drive traffic in high-foot-traffic hospitality zones, particularly when anchored to ingredient transparency and craft positioning. The partnership between a specialty dessert concept and a farm-to-table produce supplier reflects consumer demand for supply chain storytelling—a narrative tool increasingly central to modern hospitality marketing and guest experience differentiation.

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Written by FBM Publications Editors