Mister Donut's Viral "Mocchurin" Returns: The Chewy Sensation Back with New Flavors

Mister Donut (affectionately known as "Misdo" in Japan) has announced the revival of its limited-edition hit, "Mocchurin." After last year’s explosive popularity led to widespread shortages, social media is buzzing with excitement once again. Fans have flooded platforms with comments like "I’ve been waiting for this!" and "I am definitely getting one this year!"

This year’s lineup features the return of the fan-favorite "Kinako" (roasted soybean flour) and "Mitarashi" (sweet soy glaze) flavors, alongside a highly anticipated new addition: Strawberry. The "Mocchurin" is best known for its unique texture, which fans describe as revolutionary. Some have even claimed it has "the same level of impact as the first time I tried a Pon de Ring," leading many to wonder why it hasn't been added to the permanent menu. On social media, the term "Saku-pofu"—a portmanteau describing a texture that is both crispy and airy-soft—has become a trending keyword associated with the treat.

The release schedule begins with pre-orders via the "Misdo Net Order" service on May 14, followed by in-store sales and pre-order pickups starting June 3. Furthermore, the company has revealed that a second phase of the release is already in the works, further fueling fan anticipation.

During last year’s release, many customers lamented that they "couldn't even find one in stock" or that they "sold out far too quickly." With reports of heavy traffic on the ordering site immediately following the announcement and interest pouring in from overseas fans, another fierce "Mocchurin" scramble appears inevitable this summer.

The context

Mister Donut is the most popular donut chain in Japan, often outperforming global brands like Dunkin' or Krispy Kreme through localized flavors and innovative textures. Their most famous creation, the "Pon de Ring," introduced a chewy, mochi-like consistency to the donut world, which has since become a standard of Japanese sweets. "Mocchurin" is a newer, limited-run product that emphasizes "mochi-mochi" (chewy) and "saku-saku" (crispy) textures. In Japan, seasonal and limited-edition food releases often trigger massive social media trends and long queues, a phenomenon known as the "scramble" or "争奪戦" (soudatsusen).

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