Why Ube Is Way Beyond a Food Fad

Mai Mislang
7 min readJan 23, 2023

Recipe for this spectacular ube queso loaf is found below

A sliced sourdough loaf that shows a purple hue from the ube and cheese bits
Photo courtesy of Rise Artisanal

I am an oddball when it comes to local delicacies. I find them too exotic despite their deep traditional roots. Even when traveling, I hardly go out of my way to find them.

In the Philippines where I am from, that is not a badge of honor.

Our country boasts a wide array of nick-knacks in rainbow colors, sticky or sweet, but not always nice. There is a rice cake dessert called suman I automatically desert. I am instantly diminished by the stench of durian that savoring its taste, which many find delicious, remains elusive. Strangest of all, I hardly find ube or purple yam enticing, even its ice cream form.

That is, until I mixed homemade halaya (ube jam) with sourdough, to discover for myself whether the Western world’s sudden hankering for it is a fad or the future of Filipino cuisine. The pairing worked, far beyond what I expected, so I decided to dive deeper into what makes it so.

HISTORY

Purple yam (or dioscorea alata), or ube in Tagalog, is a species of yam known for its bright violet color and mildly sweet, earthy taste. Similar yams include the sweet potato and taro, with which it is sometimes confused.

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Mai Mislang

Former presidential speechwriter, still a musician; owns a bakery, loves her dog. Tries to write more prose than poetry. Filipina from Manila.