Purple & Powerful: The Rise of Ube 🟣

Welcome back to Thrivency’s weekly newsletter. I hope you’re well! 👋🏽

Today, we’re diving back in to our Origins of Wellness series, where we connect the dots between modern wellness trends and their lesser-known cultural histories. And this one is for the foodies.

This week, we’ll explore an eye-catching ingredient that’s been a long-time dessert staple, but is now popping up on cafe menus and Trader Joe’s shelves. Meet ube (ooh-bay)!

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Ube

Area of origin: Ube is a purple yam that’s native to the Philippines and other parts of Southeast Asia. Archaeological evidence suggests the earliest documented history of ube was over 11,000 years ago! 🍠

Original use: Not to be confused with purple sweet potatoes, Ube has a sweeter, nuttier flavor profile and can be mashed into a smooth texture. In pre-colonial times, it was actually one of the few crops that would grow during long periods of drought, making it a survival food.

Today, its mild taste and striking color make it a popular addition to desserts—anything from ice cream to jams, cakes, cookies, and everything in between. Ube Halaya, which is mashed ube, milk, and butter, is a Filipino staple.

But don’t sleep on Ube’s health benefits: it’s rich in antioxidants, vitamin C, vitamin A, and potassium. This nutrient-dense starch isn’t just pretty, it will also leave you feeling satiated.

What contributed to its recent popularity? Unfortunately but not surprisingly, this wellness “trend” comes down to aesthetics. The rich purple of an ube cold foam combined with the earthy green shade of a matcha latte is enough to make anyone double tap on an Instagram post.

The fandom for this unique vegetable is reaching a fever pitch. Over 100 vendors convened in Long Beach back in April for UbeFest, a food festival that’s served 120K+ ube-lovers over the years. 🤯

But ube is more than meets the eye. I love this post from food blogger Chloe Semillano, reminding us that ube has a longstanding, rich history. Its preparation has been changed over time due to Spanish and American influence, but at its core, it can’t be reduced to a trend.

Ube is an extremely nutritious, deeply-important facet of Filipino cuisine and always will be.

That’s your history lesson for today! Have you had ube or would you give it a try? I’ve been googling Filipino cafes near me so I can see it for myself.

And before you go, make sure to cast your vote for the next topic of Origins of Wellness.

See you back here next week for a Q&A with a Charlotte-based cafe that’s serving up healthy recipes with authentic Dominican flavors.

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