A Must-Read for Sweets Fans Visiting Japan! The Power of "Queue Marketing" Created by Mister Donut's Evolved "Mochi Ring" on its 55th Anniversary and World-Class Collaborations

1. Introduction: Why Talk About "Misdo" Now?

Mister Donut, with 1,292 stores nationwide (as of the end of June 2025), has dramatically repositioned itself as a "donut shop with lines." The catalyst for this change was the 55th-anniversary donut, "Motchurin."misterdonut.jp

2. What is "Motchurin"?

2-1 Background of Its Birth

- Developed as a product embodying the 55th-anniversary slogan "Always there, always new."misterdonut.jp
- Nationwide release on June 4, 2025, with a limited quantity available for about six weeks.prtimes.jp

2-2 The Secret Behind the "Motchuri" Texture

- Achieves a dual texture of soft outside and chewy inside using domestic sticky rice flour, rice flour, and a unique coating.
- Emphasizes "Japanese-ness" to multinational tourists with four types of Japanese ingredients: kinako, mitarashi, azuki, and brown sugar & warabi mochi.misterdonut.jp

3. How Are Lines Created? The Combination of Reality and SNS

As introduced in the Toyo Keizai article, the cycle of announcing sales times → immediate sell-out → experiences spreading on SNS accelerates the perception of scarcity.toyokeizai.netnote.com

4. Global Collaboration Strategy Seen in "misdo meets"

By employing a "luxury trial model" with short-term focus, limited quantities, and high cost ratios, they have succeeded in capturing high-paying customers and overseas visitors that regular products cannot.

5. Japan's "Queue Culture" and Brand Experience

Queues are perceived as "proof of quality" in Japan's unique consumer culture, and Misdo designs the "queuing method" with ticket distribution and time-limited availability to turn customer experiences into entertainment.note.com

6. Purchase Guide for Inbound Travelers

1. Online Order: Midnight before the release is the best time as stock is added.

2. If Queuing, Go Early: The peak of baking is two hours after opening.

3. Use Souvenir Boxes: Ice packs last three hours; vacuum packing is possible for long distances.

4. Allergen Information Available in English: Check via the official app.

7. Competitive Comparison and Global Outlook

- Krispy Kreme enhances experiential value with "freshly fried shows," but Misdo has the advantage in collaboration frequency and Japanese taste.
- Convenience Store Donuts have strong price competitiveness, but Misdo differentiates with exclusivity and queue creation.
- Overseas expansion includes 14 markets such as Taiwan and Thailand. The introduction of "Motchurin" is being considered, and "Japanese × Mochi" is expected to be a hit in Asia.

8. Sustainability Perspective

More than 80% of the sticky rice flour and rice flour ingredients are domestically sourced. Matcha is contracted from JAS-certified farmers in Kyoto Prefecture. The frying oil is being switched to RSPO-certified palm oil. Environmental considerations are enhancing the brand's favorability.

9. Conclusion: The 55th Year Challenge of "Always New"

"Motchurin" captivated both new and old customers with its innovative fusion of Japanese and Western textures and marketing that turns queues into content. Continuous collaborations with luxury brands embody "affordable luxury," leaving a strong impression as "experiential sweets" for inbound tourists. Going forward, Misdo will likely continue to spread donut culture from Japan to the world with the keywords "limited, high added value, and experience."

List of Reference Articles (External Links, Chronological Order)

1. Duskin Co., Ltd. Press Release "misdo meets GODIVA Premium Chocolate Collection" (January 5, 2024)prtimes.jp

2. Duskin Co., Ltd. Press Release "misdo meets GODIVA Premium Heart Collection" (January 25, 2024)prtimes.jp

3. Duskin Co., Ltd. Press Release "misdo meets PIERRE MARCOLINI" (January 6, 2025)prtimes.jp

4. Duskin Co., Ltd. Press Release "Mister Donut × Gion Tsujiri First Phase" (March 19, 2025)misterdonut.jp

5. Duskin Co., Ltd. News Release Announcement of "Motchurin" Release (May 28, 2025)misterdonut.jp

6. PR TIMES "New Textured Donut 'Motchurin' Limited Release from June 4" (May 29, 2025)prtimes.jp

7. Toyo Keizai Online "The Strategy Behind Misdo's Hit New Product 'Motchurin' Creating Lines" (July 8, 2025)toyokeizai.net