Mister Donut makes a second attempt in Shanghai, China: Long queues mark its return after 7 years. Can its comeback succeed? A look at the strategy behind the relaunch (Yomiuri Television)

Mister Donut's first Shanghai store opened today in a large shopping mall in Shanghai, marking the start of its renewed challenge in the market. Long lines were reportedly forming immediately after the opening.

For this comeback, the company introduced an original Shanghai product combining the previously popular Pon de Ring with banana chocolate. It also launched several products in addition to its signature Pon de Ring to gain early momentum. Prices are set slightly higher than in Japan, at approximately ¥300.

Since the chain's withdrawal, the Shanghai market has seen an increase in stores operated by Chinese companies specializing in Japanese-style doughnuts, strengthening competition. The strategy of achieving a successful relaunch through differentiation and localization is being put to the test.

Going forward, the company has indicated a policy of expanding a takeaway-focused store format without dine-in space and increasing the number of stores to 30 over 3 years. Entrusting operations to a Shanghai company and advancing localization are considered key points.