Photo courtesy of Inquirer

Paul Hollywood's introduction of ube on "Paul Hollywood City Bakes" has propelled the Filipino purple yam into mainstream US food culture. His first encounter with ube occurred at Café 86 in Los Angeles during a 2014 episode, where he described it as part of a burgeoning trend of "purple baked goods" in America. Since then, ube has expanded from niche markets into the retail mainstream across the United States.

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The episode, originally aired in the UK in 2017, was later broadcast on PBS in the US, sparking greater interest in Filipino flavors. Paul Hollywood's recipes like the "LA Layer Cake" featuring ube demonstrated its potential as a key ingredient in Western desserts. Over the years, Filipino American bakeries and social media have played crucial roles in familiarizing broader audiences with ube's vibrant taste.

By 2026, the presence of ube in US retail is evident, marked by nationwide launches like King’s Hawaiian Ube Coconut Sweet Rolls and Starbucks’ Iced Ube Coconut Macchiato. Trader Joe’s continues its seasonal offerings, while industry data notes a 200% growth in ube inclusion on US menus since 2022. As ube consumption rises in the US, it constitutes a significant share of Philippine exports, leading to supply challenges amidst growing global demand.

The Philippine Department of Trade and Industry reports a 20.4% increase in ube exports, reaching $3.06 million in 2025. The US, the largest importer, doubled its ube import volume, driving the crop’s transition to a premium export ingredient. However, production strains are mounting due to climate conditions and a shortage of quality planting materials, prompting initiatives to expand production capacity and ube nurseries by 2026.

Cultural events have amplified ube’s visibility. The LA County UbeFest in Cerritos and New York City's UBELAND showcase the ingredient's versatility in traditional and modern dishes. Filipino bakeries, such as Red Ribbon Bakeshop and Pampanga’s Bakery, continue to highlight traditional ube delicacies, reflecting its enduring cultural significance within Filipino communities and beyond.

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  Adapted by ASEAN Now · Inquirer · 22 Apr 2026

Been eating them forever here and love them. Glad others are getting the chance.