Ansel is also promising exclusive items with a distinctly Japanese theme, but won’t disclose the details just yet.
“We are still working on a few Tokyo-only items,” he says. “It’s important to me to look into the traditions of Japanese culture, but also the techniques that are used. There are a few Japanese ingredients I am working with. I am trying to surprise people — it’s going to be a little bit of a surprise for everyone.”
Ansel also knows that what works in New York may not necessarily translate to the Japanese market, and intends to adjust his recipes accordingly.
“I have turned down the sugar level quite a bit,” he says. “I think it’s important to have a product that’s really good without having too much sugar. And something that matches Japanese culture — not too much sugar but more focused on the quality and the taste.”
It may be a smart move to tailor the cornet offerings to better match the Japanese palate. However, it is worth noting I have already had cornets in Tokyo. Every so often a pop-up Jack in the Donuts shop is resurrected in Shibuya Mark City for a couple weeks, selling their cronuts wares. They are actually very tasty, and I have been craving one lately but the pop-up shop has been MIA for months.
It is also worth mentioning, Krispy Kreme remains highly successful in Japan and it has not modified its recipe. Arguably, the cronuts could follow a similar course. But my gut instinct tells me this is a smart, long-term move, because the originals are far sweeter than their native cousins.
Just like Taco Bell in Shibuya, just like the god-knows-why popcorn shop in Harajuku, and just like when Krispy Kreme opened in Shinjuku many years ago, expect lines for cronuts to be unbelievably long. My best guess is the wait will be at least two hours to get your New York sugar fix, if not longer.