- Ube is a bright purple yam from the Philippines, different from taro, traditionally used in desserts.
- It tastes mildly sweet, vanilla-like and nutty, becoming creamy when cooked.
- Popularity surged after Starbucks' March 2026 ube drink, helped by Instagrammable color; available as ice cream, jam, powder, and whole yams.
If you've treated yourself to a coffee, ice cream, or bakery treat lately, you've probably noticed an eye-catching purple ingredient appearing on more and more menus. Ube — pronounced OOH-beh — is a vibrant veggie that's been around for centuries, but it's just hit it big in the States. Want all the deets before you dip your toe into ordering (or cooking with) this trendy, subtly sweet, super striking ingredient? We're breaking down the origins of ube, how to use it, and why it's gotten so popular.
What is ube?
Ube is a species of yam that's typically bright purple. It's native to the Asian tropics and notably popular in the Philippines, where it's mainly used in desserts.
Ube is occasionally confused with taro, another root veggie found in Southeast Asia. Taro has white, purple-spotted flesh, though, in contrast to ube's solid violet hue. Plus, taro is starchier and is often used in savory dishes rather than sweet treats.
What does ube taste like?
Ube has a mild, slightly sweet, vanilla-like, nutty flavor that's somewhat similar to coconut or pistachio. When it's cooked, it has a creamy texture.
Why is ube popular?
“Even if there’s something that's very familiar and simple, if the color is different or exciting — like the rainbow bagel, like the acai bowl, like strawberries that are paler than a regular strawberry, like matcha — it helps bring that appeal," Bettina Makalintal, a senior reporter at Eater, told CNN.
“Ube felt like an obvious candidate based on both," Makalintal pointed out. "'Here’s a new flavor that’s not very challenging to people, but also fits into this desire to have aesthetically pleasing food.’”
How can you cook and bake with ube?
You can find ube products such as ice cream, jam, cakes, pancake mix, and cookies at supermarkets like Trader Joe's. You can also grab ube powder and ube flavoring extract on Amazon, which can add a mellow taste and a striking color to the best baked goods in your repertoire.
If you can find whole purple yams at your favorite local Asian market, try steaming or boiling them. When tender, mash the ube to use as a side dish or in your favorite desserts.
And if you need more specific inspiration, this ube-infused purple-velvet cake is a showstopper that will shake up your baking rotation.
