WRITTEN BY SAHRANG HAN AND FRANCESA JANA SANTIAGO

The Taro and Ube flavors have recently broken into the western food industry however, a lot of people still still wonder: Aren’t they the same? The answer is, they’re not and it is often a misconception among people, including Filipino-Americans themselves. But while taro is grown and enjoyed across four different continents, Ube is extremely unique to the Philippines, best known for being one of the delicious features of a Halo-Halo. Both of these root vegetables are currently becoming more common in America’s line of desserts. However, there is also a visible detachment of these flavors from their people. Does this mean a culture’s cuisine can actually be separated from the culture itself?

Ube isn’t the first victim to fall into the U.S.’ erasure of credit. Matcha held a special place in the Japanese’s culture as the calming energy commonly associated with it today was traditionally brought out by a slow and meditative preparation process. But now it’s been reduced to a Starbucks drink flavor. The very same thing can potentially happen to Ube if we are not aware and if we don’t speak about it.

From underwear company Thinx to the grocery store chains of Trader Joe’s, these western companies are already profiting off ube and their Filipino consumers. And while sharing is what Filipinos do best and there’s nothing wrong with letting other groups experience our culture, it shouldn’t be reduced to just a commercialized item for trendy or seasonal projects. You may think “why is this such a big deal? It’s just food”. It may be so, but food is part of one’s cultural identity especially for the underprivileged Filipinos who used the root crop as both a meal and a livelihood. It’s a reminder of history and a reminder of home therefore, representation in food doesn’t mean anything if the food is separated from the culture it originated from. 

It’s important to remember that companies are mass producing these flavors to maximize their profits. So for every ube product you purchase that doesn’t credit the Philippines, try to also support Filipino businesses or businesses that are mindful of the way they introduce ube to their customers. Putting value and respect in our culture can be proven through good buying practices and choosing where our money deserves to go. This is your sign to introduce your friends to the wondrous taste of ube- the Filipino way. 

Wanna know more cool things about Filipino food? Check out this video right here! And if you enjoyed this, please consider supporting our Patreon so we can continue providing content like this.