I’m Donut? Expands into Southeast Asia with Kuala Lumpur Store in September

Japanese bakery brand I’m donut? Will open its first Southeast Asian store in Kuala Lumpur this September. The store brings the company’s signature raw nama donuts to Malaysia for its regional debut.

The concept built long queues across Tokyo with fried dough that uses pumpkin puree and high hydration to achieve a soft texture. The brand now enters Southeast Asia as international food and beverage operators target urban shopping destinations across the region.

Expansion beyond Japan

Malaysia frequently serves as an entry point for Japanese food brands testing regional appetites. Operators rely on high consumer familiarity with Japanese retail concepts and strong mall foot traffic in the Klang Valley to build brand momentum before expanding into neighbouring countries.

Specialty dessert brands across Southeast Asia have shifted toward focused single-item menus. High-turnover bakery concepts allow operators to keep production footprints compact while driving customer traffic through distinct product formats.

Competition in premium baked goods

Artisanal bakery chains and overseas dessert operators are competing directly for prime retail space in major Malaysian retail centres. Premium baked goods have maintained steady foot traffic even as broader consumer discretionary spending faces pressure from food inflation and import costs.

RetailNews Asia notes that dessert chains expanding internationally must balance localized supply chains with the need to match the taste profiles of their original domestic stores. The company plans to announce the exact retail site and opening schedule in Kuala Lumpur ahead of the September launch.