What exactly is ube? And why is everyone suddenly obsessed with it?
CEBU CITY, Philippines—If you have been on TikTok or Instagram lately, then you have definitely seen that bright, almost glowing purple color in everything from cakes to lattes.
It has become a massive trend for netizens because of how aesthetic it looks and how good it tastes, but there’s more to this root crop than just being camera-ready.
So, what exactly is ube, and why is everyone suddenly obsessed with it?
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Not your typical sweet potato
Ube (pronounced oo-beh) is actually the Filipino term for purple yam. A common mistake people make is thinking it’s the same as taro or a regular purple sweet potato. While they might look similar on the outside, ube is a different kind of tuber that grows on vines.
Its most famous feature is, of course, the inside. The flesh can be anything from a light lavender to a deep, dark violet. It’s native to Southeast Asia, and here in the Philippines, it’s been around for centuries, long before it was a viral food trend.
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A backyard staple
Before it was the star of gourmet desserts, ube was just a humble crop our ancestors grew in their backyards.
It’s a tough plant that can survive a lot, which made it a reliable source of food for Filipino families back in the day.
In the beginning, it wasn’t even fancy. People would usually just boil it, peel it, and eat it as a heavy snack. Sometimes they’d dip it in a bit of sugar, but it was mostly valued because it was filling and easy to grow.
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From the pot to the party
Before the ube cake became the trendy dessert for birthdays, ube was mostly known for ube halaya, that thick, sticky jam we all love.
Making it is a workout. You have to grate the yam and stir it constantly in a big pan with coconut milk and sugar until it’s smooth.
In Cebu, we’ve always known ube as a special guest in our favorite treats. It’s a key ingredient that adds color and thickness to binignit, and it’s been a staple topping for halo-halo for as long as we can remember. It was also often found inside local breads like hopia or served alongside puto.
Why is it trending now?
Ube has this unique, mellow taste, it’s kind of nutty and sweet, almost like a mix of vanilla and pistachio.
This makes it a perfect match for things like cheese or leche flan, which is why ube-cheese pandesal and ube cakes are everywhere right now.
The rest of the world is just starting to discover how cool ube is, but for us, it’s a taste of home.
May it be a simple scoop of halaya or a fancy five-layer cake, that shade of purple will always be a big part of our culture.
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