Ube is the “new matcha”
Remember that all-time favorite pasalubong from Good Shepherd in Baguio? Ube has captured the hearts of many, and is definitely going places.
Philippines’ purple yam, commonly known as ube, is slowly taking over the world, Inquirer said.
Williamsburg’s Manila Social Club has an expensive gold flake-covered ube mousse-filled Golden Cristal Ube Donut in, while in Toronto, Fried Chicken is served with Ube Waffles at Platito. With these novelty on the all-time favorite ube, it’s definitely catching attention all over the world.
Inquirer reported that the demand for ube is so high that there’s even a three-week wait period for Manila Social Club’s gold-free Ube Bae Donuts.
In other countries, pastry shops, restaurants and bakeries are serving a variety of ube delicacies including ice cream sandwiches, Rice Krispie treats, cheesecakes, ensaymada, leche flan, bread pudding, frozen custard, cannoli, cupcakes, cookie shots, truffles, macarons madeleines, and even ube milkshakes. Ube has also repeatedly appeared on renowned food trend lists from Thrillist, Zagat, Yahoo, Yelp and GrubHub, Inquirer said.
GQ says ube is “invading the dessert world”. Zagat announced it’s “one part of the popularization of Filipino cuisine.” Yahoo said that “These purple sweets are about to begin a meteoric rise in the American food landscape.” Thrillist even tagged ube as “an international dessert sensation.”