'Oobeh? Yubey? Oob?': How Philippine ube is winning hearts and tastebuds around the world

With the growing global appetite for Filipino flavours, ube is making its way into cafés, bakeries, and markets across different countries, including Australia. But as it gains attention, many still ask: how do you pronounce it, and what does it really taste like?

Filipino entrepreneurs and food business owners in Australia are making a conscious effort to introduce ube, not just as a flavour, but as a cultural story to a wider audience. Image source: Canva/Edinel Magtibay

Key Points

• Despite its rising popularity, many non-Filipino customers are still unfamiliar with ube—often confusing it with taro or purple sweet potato due to its similar colour.
• Filipinos in Australia help promote and educate others about ube through their businesses.
• A proposed Philippine Ube Industry Council aims to strengthen standards, investment, and long-term industry development.

📢 Where to Catch SBS Filipino

🔊 On Air – Tune in to SBS Filipino on radio stations across Australia and website live stream, and TV Channel 302 from 10 AM to 11 AM AEST daily.

📲 Catch up episodes and stories – Visit sbs.com.au/filipino or stream on Spotify, Apple Podcasts, Youtube Podcasts, and SBS Audio app.

📣 Follow Us on Social Media – Stay updated by following us on Facebook and Instagram.