I’m donut? Seongsu Review: The Viral Japanese Donut Shop, now in Seoul!
Seongsu is basically Seoul’s official neighborhood for people who love three things: minimal interiors, long lines, and pretending they “just discovered” a place that’s already viral. And now, it has another certified crowd magnet: I’m donut? (아임도넛).
If you’ve been seeing shiny glazed donuts all over social media and wondering what the hype is about, here’s the key detail a lot of people miss:
I’m donut? didn’t start in Korea. It originated in Japan.
The brand became famous for its ultra-soft, light, and moist donuts, often described as “nama donuts” (meaning fresh/raw-style donuts). And after taking Japan by storm, it expanded abroad, including a highly talked-about arrival in Seongsu, Seoul.
I visited I’m donut? Seongsu to see what it’s really like inside, what the donuts taste like, what to order, and whether it’s worth your time (and your sugar tolerance). Here’s the full experience.
Today’s Stop : I’m Donut? Seongsu (아임도넛)
Address : Yeonmujang-gil 37-30, Seongdong-gu, Seoul
Instagram : @imdonut.kor
Quick Summary (For People Who Want the Donut But Not the Paragraphs)
I’m donut? Seongsu is the Seoul branch of a Japanese donut brand that started in Japan (often reported as launching in Tokyo in 2022, and widely linked to chef Ryouta Hirako).
It’s best known for:
“Nama donut” texture: super soft, airy, and moist
Glossy glaze + creative toppings
Cream-filled brioche-style donuts
A mirrored, futuristic interior that makes everything look even more expensive than it is
If you’re in Seongsu already, it’s a fun stop. If you’re commuting across Seoul just for this, you might want to emotionally prepare for the line.
What Is I’m donut? (And Why Is It So Famous?)
I’m donut? is a Japanese donut brand that gained viral popularity for making donuts that don’t feel like the classic heavy, dense American style. The texture is usually described as:
fluffy
springy
moist
“barely holding itself together” in the best way
The brand has also been connected to chef Ryouta Hirako, who is described as the founder behind the concept in official brand materials outside Japan.
And while it looks like it was engineered specifically for Instagram, it’s not only about aesthetics. A big part of the fame comes from the donut base itself, which is light enough that even the fully-loaded cream ones don’t immediately feel like a brick.
The Japanese Origin Story: Started in Japan, Then Went Global
So yes, I’m donut? started in Japan, and Korean media has directly described it as a brand that began in Japan (including mentions of Fukuoka as the starting point) before expanding to Seoul.
International coverage has also labeled it a Japanese chain and noted it originated in Japan in 2022.
The brand’s expansion has become part of the hype, because when something is already viral in Tokyo, it’s basically guaranteed to turn into a Seoul line the moment it opens.
I’m donut? Seongsu: First Impressions
The Seongsu store has that ultra-modern “gallery meets dessert lab” aesthetic. Everything is shiny, curved, and reflective, and the famous “I’m donut?” wall sign is basically asking you to take a photo.
Inside, it feels like:
stainless steel + mirror panels
warm lighting on the donut trays
open kitchen energy
lots of people silently planning their order like it’s a life decision
And the donut display? Completely ridiculous in the best way. Trays are stacked with glossy rings, powdered donuts, chocolate-coated domes, and cream-filled buns lined up like designer handbags.
What to Expect on the Menu at I’m donut? Seongsu
This isn’t a “one glazed, one chocolate” kind of shop. The menu is built to be both classic and weird enough to make people post about it.
You’ll usually see three main categories:
1) Classic Ring Donuts (Glossy & Simple)
These are the shiny donuts that look perfectly glazed, with that soft bouncy texture the brand is known for.
If you’re not into cream or you want something easy, this category is safest.
2) Cream-Filled “Bun Style” Donuts (The Viral Ones)
These are the signature Seongsu-photo donuts.
They’re sliced open and filled with thick, rich cream.
They look like a dessert sandwich and taste like one too.
3) Experimental Korean-Japanese Flavor Twists
This is where things get fun, because the brand isn’t scared of savory.
At the Seongsu location, I spotted options like:
Glazed Seaweed (김 글레이즈드)
Maple Prosciutto (yes… meat on a donut)
You don’t have to order these, but they are the kind of flavors that make people go “I hate it” and then finish it anyway.
What I Tried at I’m donut? Seongsu
1) Glazed Donut
This one is a must-try if it’s your first visit.
The glaze is light and smooth, not overly thick, and the donut itself is soft and airy. You get that “nama donut” bounce right away.
It’s the kind of donut that’s best eaten fresh, ideally within minutes, not after carrying it around Seongsu like a souvenir.
2) Matcha Donut
The green tea donut ball was coated in matcha powder, and it’s a great choice if you want something less sugary than the cream-filled ones.
Matcha flavor:
slightly earthy
mildly bitter
balanced with sweetness
Not intense ceremonial matcha, but still satisfying.
The Donut Texture: Why People Keep Queuing
This is the real reason I’m donut? became famous.
The texture is:
lighter than a classic fried donut
softer than a standard yeast donut
moist like brioche
slightly chewy, like it has that “mochi-mochi” bounce people love in Japan
Some international reviews describe it as “mochi mochi” springy.
So even when the flavor is simple, the texture makes it feel different from your average donut shop.
Best Donuts to Order at I’m donut? Seongsu (Based on What I Saw)
If you’re going with friends, these are smart picks:
1) Original / Plain / Glazed
Start with one classic so you understand the base texture before committing to chaos.
2) Cream-Filled Donuts
If you came for the viral experience, don’t skip these. They’re rich, but they’re the main attraction.
3) Pistachio / Nut Cream Styles
These usually feel the most “premium dessert.”
4) Seaweed Glazed (김 글레이즈드)
This is the Korea-exclusive menu item, only available in Seongsu!
5) Maple Prosciutto
If you like sweet-salty brunch flavors, this is the weird-but-interesting choice.
Price Range: Is I’m donut? Seongsu Expensive?
Not cheap, not completely insane (by Seongsu standards).
From what was displayed in-store, the donuts ranged around: 2,900 KRW to 5,800 KRW
So yes, you’re paying for branding and experience too.
Is I’m donut? Seongsu Worth the Wait?
Here’s the honest answer:
Worth it if:
You’re already in Seongsu / Seoul Forest
You like trying viral Japanese-origin dessert trends
You care about texture and aesthetic food
You want a fun stop on a café-hopping day
Not worth it if:
You don’t like cream-heavy desserts
You expect a life-changing pastry experience
It’s a great donut. It’s not magic. It’s fried dough, not a personality upgrade.
Best Time to Visit I’m donut? Seongsu
If you want more menu choices and less suffering:
Go early (right at opening time)
Avoid peak weekend afternoons
Popular flavors can sell out, so earlier is always better
Final Verdict: I’m donut? Seongsu Review
I’m donut? Seongsu is one of the most fun dessert stops in Seongsu right now, and it genuinely delivers on its core promise: soft, fresh, ultra-light donuts.
What makes it extra interesting is that this isn’t just another Seoul trend. It’s a Japanese-born brand that built a reputation in Japan first, and now Seoul is doing what Seoul does best: lining up for it.
Try one classic donut, one cream-filled donut, take your photos, and move on to the next Seongsu stop like the efficient little café explorer you are.
