Where Does Ube Come From? A Deep Dive into the History of an Ancient Root
Reading time: 4 min
Before becoming the star ingredient of coffee shops and TikTok timelines, ube was a root that Filipinos cultivated and cooked long before most of our "trendy" ingredients even existed. Its history spans centuries, rooted in the land and the identity of a people. And understanding its origin means understanding why it deserves all the attention it receives today.
Origins: Tropical Southeast Asia
Ube (Dioscorea alata), also known as purple yam, is native to the tropical regions of Southeast Asia. The Philippines is its main culinary and cultural home, although it is also found in India, the French Caribbean, and other areas with hot and humid climates.
In the Philippines, its cultivation dates back long before Spanish colonization (16th century). Indigenous populations cultivated it, boiled it, grated it, and mashed it to accompany their meals. It wasn't a luxury — it was a fundamental, nourishing, reliable food resource season after season.
Ube in Filipino Culture
What makes ube unique in Filipino history is that it has never been just a simple food. It has become a cultural symbol.
The most iconic preparation is halayang ube (or ube halaya) — a thick, creamy jam made from ube, condensed milk, and butter. This dessert is present in the most important celebrations of Filipino life: Christmas, birthdays, religious holidays. Offering ube halaya is offering something precious, homemade, and full of affection.
Ube is also found in halo-halo, that iconic Filipino dessert made with shaved ice, evaporated milk, and a multitude of colorful toppings — including ube, which is essential.
The "Queen of Yams": Kinampay
Among the ube varieties cultivated in the Philippines, one holds a special place: Kinampay, nicknamed the queen variety. Originating from the island of Bohol, it stands out for its more fragrant flesh, a more intense and stable purple color when cooked, and a fine, silky texture that makes it the ingredient of choice for discerning cooks.
This is the variety that the best brands seek to source — and the one that produces the most colorful and flavorful preparations.
From the Archipelago to the World: The Diaspora and Social Media
Long confined to Filipino kitchens and diaspora restaurants, ube began its global conquest in the 2010s, driven by two simultaneous forces.
On one hand, the Filipino diaspora — one of the largest in the world — began sharing its traditional recipes on Instagram and YouTube, proud to showcase its culinary culture to an international audience.
On the other hand, social media did the rest. Ube's naturally photogenic purple color exploded on Instagram from 2018 onwards — ube cheesecake, ube latte, ube donuts. Videos of swirling purple glazes and hypnotically colored ice creams generated millions of views.
But unlike other ephemeral visual trends, ube has stood the test of time. Because it has real depth of flavor. Because it embodies a culture. Because it has a story to tell.
Ube Arrives in France
In France, interest in ube visibly took off from 2024-2025. Parisian and Lyonnaise coffee shops began offering ube lattes. Food content creators discovered the ingredient and shared it with their communities. And a new generation of French brands — including Maison Aurazon with Purpelita — decided to make it accessible, high-quality, and rooted in a genuine approach.
The Story Continues
What touches us in the story of ube is precisely this: it's not a marketing invention. It's a food that existed long before trends, that has crossed centuries, oceans, and cultures — and that arrives in France carrying all this heritage with it.
At Maison Aurazon, we believe that the best ingredients are those with a story. Purpelita is our way of extending the story of ube, and writing a new chapter from here.
Want to be part of this story? Discover Purpelita at maisonaurazon.com
