Ube’s already popular in Hawaii, but now it’s a global sensation
By Kristen Consillio
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KALIHI, Hawaii (KITV) — Kalihi isn’t your typical visitor destination, but more and more tourists are venturing there just to get a taste of ube.
“It’s part of my bucket list,” said a customer visiting from California. “That’s for sure. Come and try it.”
It’s become a social media sensation — ube in everything from cookies, cheesecakes, soft serve and even liquor.
“It’s definitely something that I see a lot on social media so it’s coming out and the more people talk about it, the more we want to come try it,” said a woman who recently moved to the islands.
The vibrant starchy root vegetable — or purple yam — is a common staple in Filipino cuisine.
“It just shines light on ube and Filipinos and you take pride in that,” said Jeremy Jataas, owner of Ubae in Kalihi. “We share it with the world, we share with whoever wants to try it.”
Jataas started his Ubae dessert shop in 2017 and saw the wave coming.
“It’s becoming a huge craze, way more than it was in 2017 for sure,” he said. “It’s almost like the next chocolate and vanilla. It’s just being incorporated in all kinds of stuff.”
And it’s now gaining global popularity with demand for ube surging not only in the U.S. but in Europe and the Middle East.
And with the appetite for the purple delicacy not slowing down, it’s leaving a sweet taste in the mouths of up-and-coming customers.
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