The “Nama-shitate” Sensation Spreading Across Japan
Since its debut in Sapporo on February 14, 2023, the brand has garnered significant media attention and a loyal following, drawing daily queues. The secret lies in its unique “nama-shitate” doughnuts, which offer a distinct texture unlike traditional varieties. Imagine a doughnut so soft it almost melts away in your mouth, light as a cloud, yet rich in flavor. Their adorably round, plump shape, often described as “kawaii” (cute in Japanese culture), has also made them a sensation across social media platforms in Hokkaido.
Crafted with Hokkaido’s Finest Ingredients
The creation of these delightful doughnuts begins with a dough generously made from wheat flour primarily sourced from Hokkaido’s vast Tokachi region, along with eggs and butter. This combination results in a moist and smooth texture. The use of low-temperature pasteurized milk, free from preservatives and sourced from Hokkaido’s ranches, adds a deep richness and natural sweetness. For the creams, rich fresh cream from the Hokkaido Konsei region serves as the base, offering a variety of exquisite flavors. Each doughnut is fried quickly at a high temperature, ensuring a satisfyingly crispy exterior while maintaining a creamy, melt-in-your-mouth interior, akin to fresh cream.
“One bite, and you understand why these doughnuts have lines stretching down the street,” a local food blogger might exclaim, “The way they just ‘shwa’ (fizz) and melt away is an experience unlike any other, truly a kawaii delight!”
This brand is committed to supporting Hokkaido’s primary industries and promoting the “6th industrialization” – a Japanese concept where agricultural producers engage in processing and distribution to add value. By forming alliances with other Hokkaido-based companies, “MILK DO dore iku?” achieves a seamless process from production to processing to sales, allowing for the delivery of fresh, high-quality products. This transparent production chain ensures that customers, from children to the elderly, can enjoy these doughnuts with peace of mind.
Kanoya Store Exclusive: Earl Grey Orange Doughnut
The Kanoya store will introduce an exclusive “Earl Grey Orange” doughnut, priced at 420 yen (tax included). This unique creation blends rich Darjeeling tea with juicy orange segments into Hokkaido-sourced fresh cream, all enveloped in a Hokkaido milk-based glaze infused with Earl Grey tea. It promises a sophisticated yet refreshing flavor profile.
In addition to this special item, the store will offer a lineup of 10 regular menu items, bringing the total to 11 varieties. Popular choices include:
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Plain Sugar (290 yen)
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Pure Fresh Whip (350 yen)
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Homemade Custard (350 yen)
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Chocolat Nut (420 yen)
Store Information
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Store Name: MILK DO dore iku? Kanoya Store
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Location: Haruyama Kanoya Bypass Store Parking Lot, 3955-1 Oji-cho, Kanoya City, Kagoshima 893-0012
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Operating Hours: 11:00 AM – 7:00 PM
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Closed: No fixed holidays
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Service Style: Takeout
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Price Range: 290 yen – 460 yen (tax included)
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Contact: 050-8889-0671
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Instagram: https://www.instagram.com/milkdodoreiku
Behind the Scenes: Partnerships Driving Expansion
This expansion is a result of a franchise agreement between Uprise Inc., a company specializing in sports player management and PR, and R&I Company Limited, which entered into a business consignment agreement with MILK DO dore iku. The brand’s products are skillfully produced by “hanninmae,” a Sapporo-based food consulting group renowned for its comprehensive support from product development to promotion.
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Uprise Inc. official website: https://up-rise-tennis.com/
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hanninmae Instagram: https://www.instagram.com/hanninmae.official
The Sweet Future of Kawaii Culture
The arrival of “MILK DO dore iku?” in Kagoshima is more than just a new dessert shop; it represents the continued spread of Japan’s “kawaii” food culture, characterized by delightful aesthetics and novel textures. These “nama-shitate” doughnuts, with their charming appearance and unique mouthfeel, are sure to become a local favorite, enriching the daily lives of residents and visitors alike. This expansion not only introduces a beloved Hokkaido treat to a new region but also exemplifies a sustainable business model that supports local agriculture, showcasing how delicious innovations can drive economic and cultural vibrancy. It’s a sweet step towards a future where locally-sourced, lovingly crafted treats continue to charm palates far beyond their origins, contributing to the evolving tapestry of global Kawaii culture.
