'Fifth Donut Boom' Is Spreading Across Japan

Unlike the first shop, this location features a "Donut Theater," where customers can watch the glossy, ring-shaped treats being freshly fried and glazed before eating them piping hot. "The sweetness melts right in your mouth—it’s delicious because it’s fresh out of the fryer," said one customer enjoying the experience.

The first shop, which opened last month at Tenjin’s One Building, drew lines of up to four hours. Together, the two stores are expected to produce around 15,000 donuts across 15 different varieties each day. A Krispy Kreme representative said, "Customers can enjoy watching the process and then tasting the donuts—it's a full sensory experience."

Fukuoka’s donut scene doesn’t end there. In Kitakyushu, a new shop is drawing attention for its modern twist on the Korean-style deep-fried donut, known as "okkagi." Featuring a chewy dough made from a blend of wheat and potatoes, these vibrantly decorated treats are visually striking and designed to stand out on social media platforms like Instagram. With up to 20 varieties topped with colorful fruits and creative decorations, the store has become especially popular among younger consumers, often selling out by mid-afternoon after lines as long as two hours.

The renewed popularity of donuts is part of a wider trend. Industry observers say the ongoing boom, which began around three years ago with the success of "raw donuts" known for their moist and soft texture, is now considered the fifth wave of donut popularity in Japan. The first began in 1971 with the arrival of Mister Donut, followed by successive trends including Krispy Kreme’s original launch and the "croissant donut" fad.

Why the renewed interest? Experts point out that donut shops offer a lower barrier to entry compared to other food businesses, with lower startup and operating costs. Moreover, while rice prices have surged, flour remains relatively stable, making donuts a more financially viable product for sellers.

Established companies are also jumping into the trend. Confectioner Fujiya, best known for its Milky brand, opened a donut store at the Hakata Bus Terminal last month. The shop’s signature item—a donut inspired by Milky candy and wrapped in distinctive film packaging—has become its best seller. One customer from Nagasaki said, "I thought cakes were their specialty, so I was surprised to see them doing donuts." Fujiya reports that daily sales have surpassed expectations, averaging over 1,500 donuts, with a wide demographic of customers including young people, families, and office workers.

With a combination of visual appeal, texture, and nostalgic or innovative flavors, donuts are once again captivating consumers. As specialty stores and major brands alike expand their offerings, Fukuoka looks set to become a hotspot in Japan’s latest donut craze.

Source: FBS