The Ube Sensation Goes Global

While ube has been a staple in Filipino cuisine for generations, its global recognition and popularity have soared in recent years. Food bloggers, chefs, and influencers have embraced this vibrant purple ingredient, sharing their ube creations on social media platforms like Instagram and Pinterest. As a result, ube has become a viral sensation, enticing people from various cultures to incorporate it into their culinary repertoire.


The appeal of ube lies not only in its striking purple hue but also in its sweet, nutty flavor. Whether used in ice cream, cakes, donuts, or even savory dishes like ube fries, this versatile yam adds a delightful twist to any recipe. 

The Popularity of Ubeness in Europe

While ube has strong roots in Asia and a significant following in the United States, it has also found a receptive audience in Europe. European cities, particularly those with diverse culinary scenes, have witnessed the emergence of ube-based desserts and treats.


In London, for example, ube-flavored soft ice cream by Kasa and Kin and other pastries have become a hit among locals and tourists alike. A German food technologist, Color your Paste, discovered the unparalleled delight of Ube and used it as a product add-on that coffee lovers can put in their lattes. While in Prague,  Taiyaki Bar added Ube to their menu because of its stunning purple and unique taste that drove international customers to enjoy it.  The versatility of ube has allowed European chefs to infuse their creations with a touch of novelty while paying homage to this Filipino gem.

In conclusion, the global rise of ube, with Ubeness at its forefront, is a testament to the power of food to bridge cultures and create a shared culinary experience. The popularity of ube in Europe and beyond underscores its universal appeal and the boundless creativity it inspires in the kitchen. As the ube trend continues to evolve, one thing is certain: 

ubeness churros

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Tip! Our flavorings are highly concentrated, enjoy more by shaking them before use and storing them at normal room temperature. (Do not store in a refrigerator nor in a cold place. )

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