Ube is quietly becoming one of the most exciting flavors in Europe.

From ube lattes in cafés, to ube cookies in Paris, and even ube cupcakes in Dutch supermarkets, the Filipino purple yam is gaining global attention.

In my latest article, I explore why Europeans are embracing ube, its Filipino roots, and what this trend means for the future of Filipino food in Europe.

A proud moment to see a traditional Filipino ingredient reaching new audiences.

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