Mocchurin Madness

There is an insane Mocchurin Donut Craze in Japan right now. My kids told me about it, but I only saw it with my own two eyes today. A queue longer than I have ever seen it at our local Mister Donut full of people hoping to get their hands on the much-coveted Mocchurin Donuts. 

Mocchurin first appeared last year, as a limited-edition range for Mister Donut’s 55th anniversary, and the chewy, mochi‑like texture made it an instant hit. Many people never managed to try one before the campaign ended, which only fueled the hype. I have yet to even see one in real life, I've only seen photos!

Now that Mocchurin has returned, demand has exploded. Some shops have lines forming before opening, and online reservations have become nearly impossible to secure. The donuts are gone within seconds of the trays being loaded into the display cases.

I am perfectly fine not trying one. To be honest, they don't appeal to me. I am much more a cream filling donut type gal than a 'mochi' chewy type one! I do find it almost humorous that a donut can cause such a frenzy, but whether it's the texture, the limited stock or the thrill of chasing a trend, Mocchurin has become Japan's latest summer obsession.

Photo: when you can't get a Mocchurin, there is always the Double Strawberry Chocolate!