Yams are a global staple, particularly in Africa, where 95% are produced, but ube is a rare species that’s native to the Philippines.
Not technically a sweet potato, but highly related, ube is a species of yam. But what even is ube, and what does it taste like? As sweet purple pops up throughout Trader Joe’s and dizzies our social media feeds, this yam’s cultured history is well worth considering. An incredibly versatile yam, ube is used in everything from ice cream and milkshakes to burger buns and pasta, with traditional Filipino yums like ube halaya to out-of-the-box cultural fusions like oishi ube pillows. The “ubiquitous” food of 2023 is ube, the iconic purple tuber of the Philippines. The WGSN Food & Drink Influencer Map says engagement with this food rose from “331k in 2018 to 444k in 2021.” And though it’s a relative newcomer to mainstream America - Forbes locates its splashy entrance in 2015 with a Miami eatery’s $100 gold-covered donut - this simple ingredient has a long and rich tradition in its Asian homeland. By adding your email you agree to get updates about Spoon University Healthierįorbes called it “the uber ingredient of 2023.” The Wicked Noodle, Mashed, and the New York Times all agree.
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