[PR] This article was created after an interview, at the request of “Probably the World’s Smallest Chocolate Factory Zushi Donut Center.”
Today I’m featuring “Probably the World’s Smallest Chocolate Factory Zushi Donut Center,” the eye-catching pink shop on Zushi Ginza Street, a 4-minute walk from the east exit of JR Zushi Station.
Just the name alone is full of things to laugh about, right? (lol) Actually, this unique name has a reason behind it. The shop is known for its freshly fried donuts, prepared in-house every morning, and a rich flavor you’d expect from a chocolate specialty shop. It’s been getting a lot of buzz on social media and TV! Today, I’ll share all of its charms.
Charm ①: The Story Behind the Unique Name “Probably the World’s Smallest Chocolate Factory”
This shop is run by a chocolate brand with its factory in Togane City, Chiba Prefecture. The name came from a casual remark by the company president: “Our place is probably the world’s smallest chocolate factory.” Apparently, the “probably” was added afterward, and that origin story made me smile.
Opening a retail shop in Hayama was the first step into the Zushi and Hayama area. Then, in December 2025, the donut specialty shop “Zushi Donut Center” opened on Zushi Ginza Street, which is easy to reach on foot.
Charm ②: Handmade Every Morning! Freshly Fried Donuts in Two Textures to Choose From
The signature items are two kinds of donuts: the Kata-Age donut, which is crispy on the outside and dense and satisfying on the inside, and the Bakumochi donut, with a chewy texture that’s hard to resist. Starting at 8:30 every morning, the staff knead the dough, shape it, fry it, and even coat it in chocolate. Everything is finished right in the shop.
You can see the cooking through the glass, which is another highlight. Watching the chocolate being coated right in front of you is sure to captivate adults and kids alike.
Watching the chocolate poured over the donuts right in front of me made me so excited I couldn’t wait! Being able to enjoy freshly fried donuts right away is a real luxury that only Zushi can offer.
Charm ③: Zushi-Only Flavors and Monthly New Creations
Along with the classic Sugar, Chocolate, and White, the Zushi shop offers flavors you can only find here, including Double Berry, Matcha, Tiramisu, and Marshmallow Chocolate Mountain, for a lineup full of variety.
The base of the Marshmallow Chocolate Mountain is marshmallow chocolate, a treat that sells more than 5,000 pieces a month across the shop’s locations. The Marshmallow Chocolate Mountain, which piles it on generously, is also a popular item at the Zushi shop.
New items also arrive every month. Choco Banana, born during festival season, and the seasonal Cinnamon Pumpkin mean you’ll find a new flavor every time you visit. At the time of my visit, the “Recommendation of the Month” was the Bakumochi Salt Lemon (190 yen). Beyond donuts, there’s a lineup of sweets that are perfect for souvenirs, including Marshmallow Chocolate (490 yen), Mochi-Mochi Chocolate Marshmallow (320 yen), and Chocolate Churros (280 yen).
Charm ④: A New Sensation! The Signature Crackly Chocolate Shake
I highly recommend trying the “Chocolate Shake,” where the inside of the cup is coated with the same premium chocolate used for the donuts. When you pour in the rich shake, the chocolate hardens and cracks. You squeeze the cup to break the chocolate shell, then stir it in as you drink. It’s a brand-new kind of drink!
Adding it to a regular size (350 yen) costs only an extra 30 yen, which is a welcome point. And the trial size is 150 yen, less than a coin’s worth of change, so it’s easy on the wallet too.
The moment I squeezed the cup, it cracked with a satisfying crunch! It’s a fun experience that takes you right back to childhood, and it’s Hayanavi’s top pick.
Charm ⑤: The 24th of Every Month Is “Zushi Day,” a Day of Gratitude
“Zushi Day” takes place on the 24th of every month, a wordplay on “Zushi” (ZU = 2, SHI = 4). On this day, a regular chocolate shake that normally costs 150 yen is sold for 100 yen, a gratitude event that the shop runs even at a loss. It isn’t limited to Zushi residents; it’s a “thank you” to every customer who comes in.
This kind of event shows how much the shop values its connection with the local community.
Charm ⑥: Media Attention! Buzzing on TV
In April 2026, the shop was featured in the popular “Weekend Travel” segment of TBS’s “Ousama no Brunch,” where talent Natsuko Yokozawa and others visited to taste the donuts, creating a big buzz. Reviews on Tabelog include comments such as “Amazing taste for just one coin” and “Chewy texture, I’m already planning my next visit.”
The pink-themed, photogenic exterior is also something you’ll want to share on social media.
Notes for Babies and Families with Kids
The shop is compact and takeout only. Strollers are welcome inside, but during busy times you may need to wait outside for a bit. Donuts start at 180 yen, which is very affordable, so they’re a perfect little snack for a chat with other moms. Sharing them while you stroll around town is also recommended. *There is no eat-in space, so please use a nearby bench for a break.
Information for Dog Owners
This is also a takeout-only shop, so there is no indoor eating space for dogs. However, Zushi Ginza Street is a popular walking route. Stop by during your walk, have the owner pick up donuts or a chocolate shake to go, and take a break on a nearby bench or by the sea.
Access Information
- Shop name: Probably the World’s Smallest Chocolate Factory Zushi Donut Center
- Address: 1-8-1 Zushi, Zushi City, Kanagawa Prefecture
- Hours: 10:00 AM to 6:00 PM
- Closed: Irregular holidays
- Parking: None (if you’re driving, please use a nearby coin parking lot)
- Phone: 046-876-9386
- Official Instagram: @sekachoco_zushi
- Official website: https://shop.sekachoco.com/
Summary: Donuts × Chocolate, a New Spot Brightening Up Zushi
“Probably the World’s Smallest Chocolate Factory Zushi Donut Center” is a shop that, behind its unique name, is packed with a commitment to freshly fried donuts and a love for the local community. Handmade every morning, Zushi-only limited flavors, and the gratitude behind “Zushi Day”: all of it comes from thoughtful intentions, not a passing trend.
With easy access, just a 4-minute walk from Zushi Station, why not stop by in between your strolls? Hayanavi will keep introducing charming shops in Zushi and Hayama. We also post on Instagram almost every day, so please give us a follow!
Hi, this is Peri from Hayanavi!
Hayanavi introduces wonderful spots in Hayama.
We also post on Instagram almost every day! Please give us a follow! Instagram link