Ube as a Global Trend - Food Philippines (2024)

Ube as a Global Trend - Food Philippines (1)

Just a few years ago, most of the world had not even heard of Philippine purple yam or the root crop we call ube. What used to be exclusively integrated into Filipino desserts and pastries is now seen in trendy restaurants and supermarket shelves all over the world. American grocery chain Trader Joes is leading the way in making the lilac-hued tuber as mainstream as vanilla, launching its ube ice cream in 2019, and then sustaining the frenzy with their ube mochi pancake mix and ube shortbread cookies.

Filipino bakers in the United States are excited by the attention ube is currently getting in their side of the world. In an interview with Thrillist, creative director of LA Filipino bakery Hopia Like It James Aldrin says, Were absolutely elated to see ube becoming more popular and therefore Filipino cuisine too. As a small bakery, our goal is to introduce our culture’s food to the mainstream and hope that it can become even more popular.

Ube as a Global Trend - Food Philippines (2)

What is it about ube that is making it such a hit abroad? First of all, it has that intoxicating flavor and aroma. Unlike in past years when Filipino delicacies like balut (duck embryos) or bagoong (fermented shrimp paste) were making a name globally for their infamy, ube is actually a dish that appeals to most palates. Trader Joes should be given credit for accurately describing ubes flavor profile as a cross between vanilla and pistachio,both of which are familiar and universally delightful.

With this kind of approachable flavor, it is a versatile ingredient that adapts well to western-style dishes. Aside from the items sold in Trader Joes, it has shown up in desserts with its signature purple adding to the allure. Kimberly Camara of New York-based online donut shop Kora sees ube as a gateway flavorthat entices customers to try the lesser known Filipino fillings like champorado (a chocolate rice pudding) and pinipig, a preparation where rice is toasted and then sweetened. The ube donut of Kora is filled with ube custard and topped with an ube glaze, purple yam crisps, and ube powder.

With this high demand for ube locally and around the globe, ube farmers and producers can barely keep up. In August 2020, food manufacturer Ramar Foods announced an ube shortage due to demand, climate change, and as a result of the COVID-19 pandemic. Hopefully, farmers and producers can figure out a way to keep up with the clamor for this root crop so we can continue to share it with the rest of the world.

Ube as a Global Trend - Food Philippines (2024)

FAQs

Why is ube so popular in the Philippines? ›

In Filipino culture, ube is not just a food but also a symbol of Filipino resilience and adaptability. Even during challenging times, the ube plant thrives, much like the Filipino spirit.

Is ube trending? ›

Hasegawa USA declared in its 2024 Food and Beverage Flavor Trends Report that ube will be the flavor of the year. The bright, purple tuberous root hailing from the Philippines has enjoyed a surge in popularity in recent years.

What is special about ube? ›

Ube (Dioscorea alata) is a purple yam that is native to Southeast Asia and predominantly used in Filipino cuisine. This starchy tuber has a distinct purple-colored flesh that varies in shade and features a nutty, vanilla flavor. It is often used in desserts, from cakes to ice creams, to provide sweetness and color.

Does ube only grow in the Philippines? ›

The center of origin of purple yam is in the Philippines, but archaeological evidence suggests that it was exploited in Island Southeast Asia and New Guinea before the Austronesian expansion. Purple yam is believed to be a true cultigen, only known from its cultivated forms.

What are the benefits of eating ube? ›

This vibrant root vegetable is a good source of vitamin C, a powerful antioxidant crucial for immune function and collagen production. Ube also boasts a significant amount of potassium, a mineral essential for maintaining healthy blood pressure and muscle function.

What does ube mean in Filipino? ›

Ube, meaning tuber in Tagalog, is a purple yam originally from the Philippines. Different than the purple sweet potato, it has an even sweeter, more mellow taste than its orange relative.

Why is ube expensive? ›

Due to dwindling local production and the need to meet export demands, ube flavoring and color has become common in the Asian country. Scarcity in supply of the crop has also resulted in high prices.

Can you grow ube in the US? ›

Although traditionally grown in the Philippines, the ube has found a new home in Florida's zone 9b. In our trial and error, we've learned that growing ube in Florida is relatively easy with a bit of know-how!

What is the English name for ube? ›

Dioscorea alata is a species of yam commonly referred to as purple yam, ube, violet yam, or water yam. This tuberous root vegetable originates from Southeast Asia and is often confused with taro root.

Is ube a fruit or vegetable? ›

For the uninitiated, ube (pronounced ooh-bae) is a starchy vegetable also as known as a purple yam. But it is not the same as purple sweet potatoes, though they are similar and can be substituted in recipes.

What is the difference between ube and purple yam? ›

Since they come from different plant families, yams and sweet potatoes are different. Ube has a thicker, tougher skin that's bark-like and is largely considered inedible — while purple sweet potatoes have a thin, smooth skin that's easier to eat.

Is ube good for arthritis? ›

Folk medicine has used ube to treat the symptoms of menopause, osteoporosis, rheumatoid arthritis, and infertility. In traditional Chinese medicine, diosgenin (the tuber storage protein of ube) is extracted from wild yam and used to treat kidney and liver problems.

Can you get ube in the US? ›

Fresh ube. Ube is rarely imported as a fresh tuber in North America, but can sometimes be found fresh in the produce sections of Asian grocery stores.

Which is healthier taro or ube? ›

Taro Nutrition. In terms of calories, taro and ube are very similar, with around 140 to 180 calories per serving. Ube is higher in sugar and has lots of antioxidants. Because it has a low glycemic index, meaning the carbohydrates and sugars get metabolized by your body very slowly, it can also help regulate blood sugar ...

Why is ube so expensive? ›

Yams are a global staple, particularly in Africa, where 95% are produced, but ube is a rare species that's native to the Philippines. And that's where most ube stays, too; due to immense difficulties farming ube and transporting it fresh, most of us in the States make do with frozen ube or ube extract.

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