What is "Nama Donuts"? The Secret of "Nama" and the Japanese-Originated Fluffy and Melty Revolution Spreading Worldwide

1. Why "Nama"? — Etymology and Definition

The Japanese term "nama" signifies "freshness," "semi-processed," or "rawness," similar to terms like nama cream, nama chocolate, and nama bread. In the case of nama donuts, it suggests both "① freshly made (temporal freshness) and ② softness (physical freshness)," referring to a unique "nama texture" that is moist and chewy, whether immediately after frying or baking.


The trend of cream-filled donuts from Korea went viral in Japan around 2021, prompting domestic bakeries and donut specialty shops to join the craze, leading to a major boom from 2023 to 2025.yuruchanco.com

2. Three Key Points of the Manufacturing Process

2-1 Brioche-Type High-Hydration Dough

A high-hydration dough is used, with 70-80% water content relative to flour, incorporating eggs, butter, milk, and sometimes roasted pumpkin puree. The gluten network stretches thinly, creating a "fluffy and melt-in-the-mouth" texture. At , they ensure unique sweetness and moisture retention by combining brioche with pumpkin.fashion-press.net

2-2 "Low-Temperature Frying" at 140-150 ℃ + Short "High-Temperature Kick"

Fried at a lower temperature than conventional donuts (around 180 ℃), and finished at 180 ℃ for a few seconds, this two-step frying process locks in moisture within the dough while preventing excess oil absorption. This technique achieves a paradoxical texture that is "light yet juicy."

2-3 On-the-Spot Cream Filling

By piping whipped cream or custard into freshly fried or baked dough, it can be served before the moisture transfers too much into the bread, maximizing the melt-in-the-mouth quality. Mister Donut's "Nama French Cruller" sandwiches double cream, enhancing the melt-in-the-mouth experience compared to traditional products.misterdonut.jp

3. Main Players in the Japanese Market

4. Overseas Expansion and Comparison

From 2024 onwards, will open its first overseas store in New York's Times Square, becoming popular with sales of 2,000 pieces per day. U.S. Food & Wine praised it as "a presence shaking up NYC's donut culture with pumpkin-derived lightness and a variety of savory options."foodandwine.com


On the other hand, classic donuts in Europe and America (crispy type) have a strong image of being high-sugar, high-fat "junk food," but nama donuts differentiate themselves with a premium feel of "less oil, light, cream requires refrigeration."

5. Health and Sustainability Perspectives

• Low Oil Content & High Moisture … Frying oil absorption rate reduced by about 25% compared to conventional (I’m donut? estimate).

• Plant-Based … Vegan options are permanently available at the NYC store.foodandwine.com

• Food Waste Reduction … UNI DONUTS, among others, uses non-standard pumpkins in their dough.yuruchanco.com
  
  
  

6. Future Evolution

• Gluten-free (rice flour) raw donuts to open in Shibuya in June 2025.fashion-press.net

• Halal/Kosher options, CBD-infused, low-carb, and other functional variations are also planned.

• Donut burgers and other "meal-style" menus are being experimented with at restaurant chains.
  
  
  
  

7. Conclusion

Raw donuts are a third donut category that emerged from the fusion of "Japanese meticulousness" and "Korean SNS-friendly culture," with "freshness" as the keyword. With their lightness, melt-in-the-mouth texture, visuals, and diverse flavor offerings, they are bringing a fresh breeze to the global sweets scene. In the future, leveraging health consciousness and sustainability, they are expected to encourage the reorganization of menus at existing donut brands and bakery cafes, expanding their global presence.

List of Reference Articles

• Yuruchanco's Daily Life "2025 New Release‼ 8 Recommended Raw Doughnuts You Can Eat in Tokyo"yuruchanco.com

• Interbelle "Recommended 'Raw Doughnut' Shops in Tokyo & New Misdo Mocchurin"interbelle.co.jp

• Mister Donut News Release 'Raw French Cruller'misterdonut.jp

• Fashion Press "First Gluten-Free Specialty Store 'I'm donut?' Opens in Shibuya"fashion-press.net

• Food & Wine “I'm Donut Opens Times Square Flagship with Nama-Style Doughnuts”foodandwine.com