Inspired by poi mochi balls invented in Hawaii in the early 1990s, Mister Donut in Japan created the Pon de Ring in 2003, a chewy donut made with tapioca flour formed from eight balls. The company also created a mascot character known as Pon de Lion, with the donut forming its mane.

Known in the US as "mochi donuts", the Pon de Ring donut continues to be popular at Mister Donut in Japan, where they're instantly recognizable.

Earlier this year in September, an Instagram video featuring a cute white rabbit named ミルク Milk and what looks like a Pon de Ring donut went viral, and it's not difficult to see why.

Here is "Pon de Rabbit," posted on Instagram by Pocket Usagi (pocket.usagi):

Follow the link if the video doesn't play at first.

The video has been viewed over 4.5 million times and has 186,000 likes at the time of writing.

Although the Pon de Lion character apparently only eats Pon de Ring donuts, this "Pon de Rabbit" seems to love carrots.

Milk-kun and his adorable lion cosplay has melted the hearts of many Instagram users, who left comments such as:

Incidentally, the Pon de Ring that Milk is wearing may look like the real thing but it's actually made of wool felt. It's very realistic, isn't it?

On Pocket Usagi's Instagram and YouTube channel, you can see Milk-kun wearing other "doughnuts" as well as Pokke-kun, another rabbit in Pocket Usagi's care, wearing a green tea version.

If you're interested, please take a look: