Indeed, what seems to be going on here?
Having just arrived at Shinjuku train station straight via the Narita Express, it was amusing to see all these people lining up for doughnuts. Mind the spelling there, its British. :-)
Seems Krispy Kreme has finally reached these shores and the overall festivities are quite the same as it was in Manila when they first opened shop at The Fort. You had to be pretty early to get in line. Now they've got a second shop at the Gateway Mall and it isn't as busy as it was.
The latest "in" thing, its a fad. But undeniably I like them donuts myself. For some reason they stay fresh for days and even if you ship them over from the good ol' States. I remember the first marked experience (but definitely not the first ever) was when me and the (now) missus bought a couple in San Francisco a few years ago.
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