Seeing purple? Ube takes centre stage from festivals to foodie blogs

There’s not a single yam in the whole world that is having its moment in the spotlight as the ubiquitous purple yam from the Philippines called ube.

Yes, ubiquitous is an uber big word, but the definition fits ube to a T: being or seeming to be everywhere at the same time.

Consider this: you’re waiting in line at one of Las Vegas’ famous donut shop called Pinkbox and what do you see?

Why, a purple ube donut, of course, snuggled amidst the poop-shaped donut and 75 other varieties of the sweet stuff.

The “Purple Rain” apparently is one of their bestsellers, and is world-famous.

 

 

Or you’re ordering bubble tea from Mochinut (where they also sell ube mochi donuts), and you spot a purple drink on the menu.

Guess what the flavour is? You got it—it’s ube.

Ube-riginal versions

Ube halaya, with its thick, jam-like consistency, is one of the Philippines’ oldest and most beloved desserts.

Stirred in a pan until thickened, ube halaya is made from grated ube, coconut milk, condensed milk, evaporated milk, butter, and sugar.

Purple ube ice cream is also used extensively as a halo-halo topper: its vivid colour contrasts sharply with the cream-coloured shaved ice dessert.

The best ube ice creams incorporate ube halaya into the cream mixture.

Tip: if you’re making ube ice cream, make the ube halaya a few hours before whisking it into the ice cream mix.

Newbie Ube versions

These days, the purple tuber is used as a stand-out ingredient in drinks, ice cream, cakes, bread, pastries, pies and many other iterations.

Grocery store chain Loblaws in Canada released ube pandesal and ube boba cream pie in summer 2023.

Pinay Tayo, a community organization supporting Filipino businesses, organized an Ube Night Market in 2023, and is scheduled to have another ube-themed night market called Ube Wonderland in September 2024.

Internationally, Germany had an Ubefest in June 2024, with a heritage walk, costume parade, talent shows and celebrity performances.

 

 

San Francisco, California held an Ube Festival in April 2024, where the festival’s goal is to “showcase a diverse array of ube delights that are as unique as they are delicious, highlighting the creativity of vendors leading up to the event”.

Long Beach in California  held a Summer of Ube event in July this year, where they sold ube treats and food.

The Long Beach Ube Fest has regularly held various night markets with an ube theme—they had a Christmas night market, and they’re hosting another one this weekend. 

 

Jollibee sells ube pies–a “crispy, flaky, deep-fried pie filled with creamy 100 per cent real ube”—according to its website.

With all this focus on ube, it is only a matter of time before this yummy yam will be known and beloved by people from all around the world.