A new wave of donut fever is sweeping Japan, led by the airy French cruller. Dessert shops across the country are adding these ring-shaped pastries to their menus, touting their light texture and the ability to be enjoyed without a drink.
Interviews with consumers reveal a common theme: the French cruller's unique, fluffy-yet-juicy consistency sets it apart from traditional donuts. "It's so light you can eat it without feeling thirsty," one shop owner explained. The trend has gained such momentum that industry observers are calling it the "sixth donut boom."
French crullers, made with choux pastry rather than yeast dough, have a distinctive ridged surface that crisps during frying while the inside remains soft. They are typically glazed or dusted with sugar, but bakeries are experimenting with matcha, chocolate, and seasonal fruit toppings.
This boom comes amid a broader renaissance of classic Western sweets in Japan, with bagels and other baked goods also seeing renewed interest. As Golden Week approaches, long lines have already formed at specialty stores, signaling that the French cruller may be the next must-try treat.