This year, even mainstream publications such as Wall Street Journal and New York Times have featured ube. Dominique Ansel created an ube cronut | AJPress photo by Momar G. The fascination began several years ago when these mouth-watering lilac-colored pastries and desserts like cakes and ice cream became trending on social media. It is also healthy, sustainable, and a feast for the sight and taste.Ī quick and cursory search on the internet for “ ube desserts” (Instagram and TikTok, preferably) would net a plethora of recipes and dishes showcasing this purple tuber’s greatest qualities: flavor, color, and texture. It may be because of its subtle nutty and vanilla taste and its strikingly vivid violet hue which have made it into a social media superstar, garnering millions of posts, views, and likes.
Ube, a tuber indigenous to the Philippines has been touted as the next big thing in the culinary industry. Trader Joe’s has released an ube line – ice cream, pancake mix, shortbread cookies, and most recently, spread | AJPress photo by Momar G. WHILE Filipinos in the diaspora have their distinct ube memory – from the fish-shaped halaya with flecks of Star margarine or the jars of ube jam pasalubong from Baguio City, or ube in pastillas or otap – it was only about a decade ago when food lovers around the world began taking notice. If you’re in Queens and craving for ube, visit Max’s for their halo-halo
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