Which specific items have been added to the menu in Kuala Lumpur to appeal to Malaysian consumers?

The localized menu includes items designed specifically for Malaysian consumers. Exclusive items feature combinations like Masala Chicken, Cham, Hojicha Kaya Jam, Milo Glazed, Banana Fritter Caramel, and Pandan Coconut Cream.

Food

Japan’s I’m Donut? Enters Southeast Asia with First Kuala Lumpur Store

By Minjun ParkMalaysia

2 min readSep 20, 20264:01 AM

In this article (8)

Japanese bakery concept I’m donut? Opened its first Southeast Asian store at The Exchange TRX in Kuala Lumpur on September 12, 2026. The outlet brings more than 30 pastry varieties to Malaysia.

The launch is the brand’s first physical retail location outside Japan. It follows rapid growth across Tokyo and other major Japanese cities.

The Exchange TRX Deployment

Located at lot GS.05.0 in The Exchange TRX, the shop trades daily from 10:00 AM to 10:00 PM. Staff make every pastry fresh on site throughout the day.

Chef and founder Ryouta Hirako built the concept around signature nama donuts. His recipe uses a soft dough to produce an airy texture. The Kuala Lumpur branch stocks the brand’s core menu, including the Original, Nama French Cruller, Pistachio Cream, Cacao and Custard variants.

“We are very happy to finally bring I’m donut? To Malaysia and to introduce our nama donuts to customers in Kuala Lumpur,” said Chef Ryouta Hirako, Founder of I’m donut?.

Alongside its Japanese lineup, the retailer rolled out items designed specifically for Malaysian consumers. The localized menu incorporates regional breakfast staples and drinks into bakery formats.

Exclusive items feature sweet and savoury combinations, including Masala Chicken, Cham, Hojicha Kaya Jam, Milo Glazed, Banana Fritter Caramel and Pandan Coconut Cream. Menu localization helps specialty bakeries keep footfall steady once initial novelty fades.

Mall Dynamics and Food Retail Competition

Mall operators across Southeast Asia have turned to viral Japanese and Korean food concepts to anchor retail floors. The Exchange TRX serves as a primary landing pad for foreign food and beverage brands entering Malaysia.

Single-product bakery concepts face sharp competition in Kuala Lumpur’s top retail hubs. Long-term performance requires a balance. Operators must pair core imported recipes with localized seasonal items to hold a broad customer base.

Expansion Trajectory

The Malaysian launch follows an announcement in late August 2026 detailing plans to expand across the region. This Kuala Lumpur site gives the company an operating base to test Southeast Asian demand.

RetailNews Asia tracks store productivity across prime commercial developments in Malaysia. Sales and foot traffic at The Exchange TRX will establish the baseline for future growth. Those figures will determine whether the business adds locations in the Klang Valley or pushes into Singapore and Thailand.

AdvertisementAdvertise with usMobile 320×100

What this means

This move by I'm donut? Is a calculated risk, using the 'viral Japanese concept' appeal that mall operators across Southeast Asia have used to anchor retail floors. While their Japanese lineup is strong, the specific localisation for Malaysian consumers, including Masala Chicken and Cham items, is crucial. This proactive strategy contrasts with other brands that might initially rely solely on imported novelty. The key pressure point will be sustained customer interest beyond the initial launch buzz in a competitive market like Kuala Lumpur, where single-product concepts must work hard to maintain footfall. I'm donut? Must quickly prove its local relevance to avoid the fate of concepts that fail to adapt. Watch their store productivity figures from The Exchange TRX in the coming months.

Minjun Park

Questions & Answers

What is the primary characteristic of the signature nama donuts created by Chef Ryouta Hirako?

Chef and founder Ryouta Hirako built the concept around signature nama donuts. His recipe uses a soft dough to produce an airy texture, which is a key characteristic of these pastries.

What factors will determine I’m donut?’s future expansion in Southeast Asia?

Sales and foot traffic figures from The Exchange TRX store will establish the baseline for future growth. These figures will help determine whether the business adds locations in the Klang Valley or expands into Singapore and Thailand.

Reader pulse

I'm donut?'s localisation strategy:

19,976 votes so far