O'Donuts will open its second Australian venue on Harbour Street in Haymarket, directly opposite Paddy's Markets, following a successful debut in Chatswood earlier this year.

The Sydney expansion is the work of CEO and founder MaoTing Chiu, who also founded The Alley, the bubble tea brand that grew from Taiwan into a global chain. O'Donuts sells nama donuts — "nama" meaning fresh in Japanese — a style known for its soft, airy texture.

"Through O'Donuts, I wanted to introduce more Australians to Nama donuts, a softer, airier style of donut known for its light texture," Chiu said. "I saw an opportunity to move beyond the traditional idea of donuts as dessert and create something that fits naturally into everyday life."

What sets the product apart?

The production process is the brand's core differentiator. O'Donuts blends pumpkin into the dough, which then undergoes more than 15 hours of low-temperature fermentation — eight times longer than a typical two-hour donut dough. The extended ferment retains moisture and develops the softness that defines the nama style.

That process positions the product as a premium, craft offering rather than a commodity donut, closer in menu engineering to a bakery-pastry hybrid than a traditional fried dessert.

"When I started The Alley, I saw how a familiar product could be reimagined through quality, craftsmanship, and the overall experience. I saw the same potential in Nama donuts," Chiu said. "Australians already love donuts, but this softer, lighter, and less sweet style is still new to many people."

What will the Haymarket menu carry?

The Haymarket site will serve a dine-in and takeaway menu spanning sweet and savoury items alongside coffee, matcha lattes, and fruit sodas — a beverage program that mirrors Chiu's bubble tea background and widens daypart coverage beyond dessert occasions.

More than 12 flavours will be available across the menu, with each day's batches fried fresh on the day. The lineup includes:

• Signature flavours: matcha, dark chocolate, and pistachio
• Brûlée custard, filled with fresh cream and caramel pudding custard, finished with a caramelised crust
• New Haymarket exclusives: ube and banana hazelnut
• Savoury range: truffle cheese cream, smoked ham, and smoked salmon

How far can the concept scale?

Haymarket marks the next stage of a deliberate multi-site growth plan. Further permanent stores and pop-up locations are planned across Australia, and the brand is preparing its first international location in the United States.

Chiu sees the nama donut opportunity mirroring the early rise of bubble tea in Australia — a familiar category repositioned through texture, quality, and experience rather than novelty flavouring alone.

"I'm excited to introduce our take on Nama donuts to a new audience while making sure we keep the same care and quality as we grow," Chiu said.

The pace of that US entry, and whether a 15-hour fermentation process holds as units multiply, will test whether nama donuts can follow bubble tea's path from niche import to mainstream Australian category.