Move over pumpkin spice—2024 belongs to ube. This vibrant purple yam, a staple in Filipino cuisine, has officially been named the Flavor of the Year by leading food trend forecasters. Known for its nutty, sweet, and earthy flavor, ube has captured the hearts (and taste buds) of foodies worldwide. From Trader Joe’s ube ice cream to Starbucks’ Ube Latte, this Filipino ingredient is making waves in mainstream markets.

But as ube rises to global fame, a critical question emerges: Is this newfound popularity a celebration of Filipino culture, or is it yet another case of cultural appropriation?

Ube’s Journey to Global Stardom

Ube’s rise to prominence didn’t happen overnight. For decades, it has been a beloved ingredient in Filipino desserts like halaya (ube jam), cakes, and ice cream. Its vibrant purple hue and unique flavor profile have made it a standout in traditional Filipino cuisine.

In recent years, ube has crossed cultural boundaries, appearing in trendy desserts, beverages, and even savory dishes. Social media platforms like TikTok and Instagram have played a significant role in its popularity, with users sharing aesthetically pleasing photos of ube-flavored treats.

Major brands have taken notice. Dunkin’ introduced an ube-flavored donut and drink, while Jack in the Box launched the “Witch Please” ube shake for Halloween. Trader Joe’s has been selling ube-flavored products since 2019, and Starbucks debuted an Ube Latte during AAPI Heritage Month. These launches highlight ube’s growing appeal, but they also raise concerns about how its cultural roots are being acknowledged—or ignored.

Cultural Appropriation or Cultural Celebration?

While ube’s global recognition is a win for Filipino cuisine, it also brings up the issue of cultural appropriation. Many Filipino-Americans have expressed frustration over how ube is marketed without proper acknowledgment of its origins.

For example, Trader Joe’s ube products have been criticized for failing to credit the ingredient’s Filipino roots. Similarly, Starbucks’ Ube Latte sparked debate during its launch. While some Seattle stores collaborated with Filipino baristas to educate customers about the drink’s cultural significance, this effort wasn’t consistent across the chain.

This pattern mirrors what happened with matcha, a sacred Japanese tea ceremony staple that became a trendy ingredient in smoothies and desserts. Today, matcha is often commodified with little mention of its cultural significance. Will ube face the same fate?

How Brands Can Do Better

The conversation around ube isn’t about gatekeeping—it’s about respect and representation. Filipino culture deserves to be celebrated, not commodified. Here are some ways brands can responsibly incorporate ube into their offerings:

1. Acknowledge Its Origins: Highlight ube’s Filipino roots in marketing materials and product descriptions.

2. Collaborate with Filipino Creators: Work with Filipino chefs, businesses, and communities to ensure authenticity.

3. Innovate Respectfully: Experiment with ube in new ways while honoring its traditional uses.

4. Celebrate, Don’t Commodify: Avoid reducing ube to just a trendy flavor. Instead, use it as an opportunity to educate consumers about Filipino culture.

5. Support Filipino-Owned Businesses: Partner with or promote Filipino-owned brands which creatively introduces Filipino flavors to new audiences.

The Role of Filipino-Owned Brands

One company that’s doing this work is Dear Flor, a Filipina-owned brand dedicated to amplifying the rich history of Filipino ingredients like ube. Dear Flor’s innovative approach includes creating vegan, garden gummies that celebrate classic Filipino flavors.

Their latest release, ube boba gummies, is a perfect example of how Filipino culture can be shared authentically and creatively. By supporting brands like Dear Flor, consumers can enjoy ube while ensuring that its cultural roots are respected and celebrated.

Want to try these unique Filipino-inspired treats?
Check out Dear Flor’s collection of Filipino-flavored gummies at https://bit.ly/dearflorfilipinogummies or follow them on Instagram at @lovedearflor to learn more about their mission and products.

Ube’s recognition as the 2024 Flavor of the Year is a moment of pride for Filipinos worldwide. It’s a testament to the richness of Filipino cuisine and its ability to captivate global audiences. However, as ube continues to gain traction, it’s crucial to ensure that its cultural significance isn’t lost in the process.

By acknowledging ube’s origins, collaborating with Filipino creators, and supporting Filipino-owned businesses like Dear Flor, we can celebrate this vibrant ingredient in a way that honors its roots. After all, ube isn’t just a flavor—it’s a story, a tradition, and a symbol of Filipino identity.

Disclaimer: This post explores the rising popularity of ube, a Filipino ingredient, in mainstream markets. While celebrating its cultural significance, we acknowledge the complex issues surrounding cultural appropriation and commodification. We encourage businesses to respectfully engage with Filipino communities, credit cultural origins, and support Filipino-owned enterprises when using ube. This content aims to foster dialogue on cultural representation in the food industry and does not endorse any specific corporate practices.

Snackolator:

https://www.instagram.com/snackolator/p/C_03f2xvXh_/

Medium:

https://medium.com/@GwynnethResulta/ube-lattes-starbucks-latest-marketing-distraction-in-midst-of-violence-against-palestine-bad7191e7294

Thrillist:

https://www.thrillist.com/eat/nation/trader-joes-ube-products

Appetites at Home:

https://appetitesathome.com/trader-joes-junk-food-haul/

Eate Collective:

https://www.eatecollective.com/journal/matcha