About Donut Demo
Room E, 8/F, Everest Industrial Centre, 396 Kwun Tong Road, Kwun Tong, Kowloon, Hong Kong
Room E, 8/F, Everest Industrial Centre, 396 Kwun Tong Road, Kwun Tong, Kowloon, Hong Kong
Have you ever thought about starting a business but felt you weren't "qualified" enough?
Donut Demo, a Pon de Ring (mochi donut) shop tucked away in a Kwun Tong industrial building, was founded by 90s-generation independent singer-songwriter Yi Yan.
Despite having zero experience in food production, she embarked on her entrepreneurial journey during a retail and F&B "winter" for one simple reason: she wanted to promote this specific dessert in Hong Kong.
Driven by her love for mochi donuts, Yi Yan traveled abroad to master the craft and refine her recipe. Today, she operates her own factory-kitchen where donuts are made-to-order daily, offering seasonal surprises in a hidden industrial space.
The shop is designed as a vibrant Y2K-style showroom, offering an immersive experience where music meets the joy of donuts — a sharing spirit that fuels Yi Yan’s "entrepreneurial experiment."
Yi Yan’s dream was pure: she simply wanted to eat the flavors she loved in Hong Kong. "Whenever I traveled, I always sought out these mochi donuts because of that signature chewy texture." To recreate that taste, she had to do it herself. Initially self-taught via the internet, she found the results far from the ideal "QQ" texture.
Turning a hobby into a business meant facing technical challenges head-on. Yi Yan invested heavily in foreign consultants, but due to differences in ingredients and climate, their methods didn't translate well to Hong Kong. She then turned to masters across Asia, even flying abroad for an internship. After relentless testing, she collaborated with a factory to develop a custom "Pon de Ring Flour," establishing a unique edge for her products.
"A 'demo' feels like poetry, and I hope everyone can taste a sense of novelty in our donuts."
Time is money, and service speed directly affects a customer's desire to buy. Unlike mass-produced alternatives, Donut Demo insists on being "made-to-order." The shop features its own on-site production line; the kitchen layout was redesigned over ten times during preparation to ensure customers can enjoy a piping hot donut within 15 minutes. "Our donuts definitely follow an innovative school of thought. We want people to discover the endless possibilities of a donut," Yi Yan explains.
A year and a half since opening, she admits the recipe has been refined five or six times to improve value, with the donut weight increasing from 45g to 60g. Addressing early feedback that flavors weren't "bold enough," the team adjusted ingredient ratios to develop 17 distinct flavors, including the highly popular "Dark Chocolate with Pretzel," with new experimental flavors launched monthly.
Stepping into Donut Demo, you are greeted by bold Y2K decor, a wall of neatly arranged CDs, and listening stations that allow guests to sample music while waiting for their orders.
As an independent singer-songwriter, Yi Yan actively hosts collaboration events, inviting various musicians to serve as "One-Day Shop Managers" and launch exclusive donut flavors. This strategy successfully boosted the shop's visibility, realizing her vision of things "tasting better with your favorite music."
On the road of entrepreneurship, you only learn by doing. Seeking a change in lifestyle during the pandemic, Yi Yan decided to take the leap. From the material of the spatulas to the height of the tables and the choice of the POS system, every detail impacts the customer experience. Yi Yan fondly recalls a regular customer who shares photos of donuts they find while traveling—these warm interactions are what keep her motivated.
Currently, Donut Demo is focusing on developing its membership system and hosting "DIY Parent-Child Mochi Donut Workshops." Future plans include launching more merchandise to deepen the brand connection. "Whether it was my previous love for online videos or my music, it’s always been about sharing what I love with others."
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