Purple Reign: Ube Takes Over SM North EDSA
There are food trends that come and go, and then there is ube—the unmistakably purple Filipino favorite that somehow keeps finding new ways to land on our tables, in our drinks, and, increasingly, all over our social feeds.
This September, the homegrown flavor is getting an entire celebration of its own as Ube Craze takes over The Block Atrium at SM North EDSA, transforming the space into a purple playground of familiar favorites, unexpected combinations, and limited-edition creations.
Running until October 4, the 17-day festival brings together 20 popular food and beverage brands under one roof—making it an easy excuse for ube fans to go beyond the usual cake or ice cream and see just how far this beloved Filipino flavor can go.
20 Brands, One Very Purple Food Trip
Part of the fun is the sheer variety.
The lineup includes Bibingka Manila, Cha Tra Mue, Cold Stone, Famous Belgian Waffles, Fickle, Karabella, Khun Thai Tea, Macarons Macarons, Matchanese, Milksha, Mom’s Ube & Triple Chocolate Champorado, Muhlach, Nords, Panero, Pocofino, Polland, Project Pop Shake, Quickly, Red Ribbon, and Yogorino.
That means ube isn't confined to the classics. Expect the distinctly Filipino flavor to make its way into drinks, desserts, pastries and other creative interpretations, giving visitors plenty to try—and probably photograph—along the way.
Even better, select participating brands are rolling out festival-exclusive ube creations, giving serious ube fans something they won't normally find on the regular menu. The festival calls the full-on experience “ubemaxxing,” and judging from the sea of purple treats, the name feels appropriate.
Why Ube Still Has Us Obsessed
Ube has long been part of Filipino food culture, but its appeal has moved well beyond traditional desserts. Its striking color certainly helps in the social-media era, but what keeps it relevant is its versatility: familiar enough to feel nostalgic, yet adaptable enough for brands and chefs to continually reinvent.
Ube Craze puts that evolution in one place, from recognizable Filipino favorites to newer café-style drinks and contemporary desserts.
The event forms part of SM Supermalls’ month-long Food Fest, with the festival highlighting different culinary interpretations of the Filipino root crop.
So whether you're a lifelong ube loyalist, someone hunting for your next food discovery, or simply looking for something new to try with friends, this may be one purple food trip worth making.
Ube Craze is happening at The Block Atrium, SM North EDSA until October 4. Admission is free.
And with 20 brands waiting, the real challenge isn't finding something purple to eat.
It's deciding where to start.