UBELAND: Beyond Halaya: Ube as a Symbol of Cultural Identity

How festivals like Ubeland give platform to the Filipino food community, democratize access to culture, and its broader mission to uplift Filipino culture through inclusive, street-level culinary celebrations.

Text by Mye Mulingtapang | Photos courtesy of philippinesfest

Why Ube? Why Now?

UBE REIMAGINED for the new generation

Long before it made its way into Instagrammable desserts and fusion dishes in the West, ube had already woven itself into the Filipino culinary DNA. The deep purple root crop, often confused with taro, has long been a staple in traditional desserts like halaya, puto, haluhalo, and sapin-sapin. Its vibrant color, natural sweetness, and adaptability have made it a favorite across generations.

Each spring in the heart of New York City, a striking purple takeover occurs—not on fashion runways or in art galleries, but on the plates of food lovers flocking to Broadway. Ubeland, a festival dedicated to the Filipino culinary gem ube, transforms Lower Manhattan into a vibrant celebration of heritage, flavor, and innovation.

Presented by Philippines Fest, Ubeland is more than just an homage to the beloved purple yam—it’s a cultural statement, a community hub, and a testament to Filipino creativity on a global stage.

At Ubeland, however, ube is reimagined for a new generation—without losing sight of its roots. From ube ice cream-stuffed mochi and ube cream-filled doughnuts to more daring offerings like ube tacos, ube milk tea, and ube grilled cheese sandwiches, the festival invites visitors to savor tradition and modernity in a single bite.

Events like Ubeland are part of this reclamation. At the 2025 edition in New York last April 5, Filipino-American vendors took center stage, offering ube in every conceivable form—ube mochi doughnuts, ube grilled cheese, ube tres leches cake, even ube cocktails with coconut foam and pandan dust. But the most powerful part wasn’t the menu—it was the message.

THE POWER OF THE STREET

A taste of filipino community and craft

More than a moment of indulgence, Ubeland is a culinary incubator—where traditional ingredients meet experimental flair, and where Filipino food entrepreneurs find a supportive platform to expand their reach and visibility in an increasingly competitive and saturated food scene.

What sets Ubeland apart from the city’s myriad food festivals is its unwavering cultural heartbeat. Organized by Philippines Fest, a grassroots initiative that champions Filipino culture through public events and street fairs, Ubeland serves as a launchpad for emerging Filipino-American chefs, home bakers, and culinary innovators.

Vendors like So Sarap NYC, Kabisera, Dumplin USA, and Hello Halo showcase not just food, but stories—each dish rooted in memory, migration, and Filipino identity. 

As aromas fill the East Village air, visitors are treated to more than a feast; they’re invited into a celebration of resilience, creativity, and community pride.

New York City is no stranger to food festivals. From Fifth Avenue to Flushing, nearly every cuisine has had its moment under the metropolitan sun. But few have felt as personal—or as transformative—as Ubeland, the vibrant purple-hued celebration of ube and Filipino culture that has taken over Lower Manhattan each spring.

A CULTURAL MOVEMENT

Through flavor, story, and shared space

While visitors marvel at the ube cheesecakes, mochi donuts, and violet lattes flooding their feeds, the heart of the festival beats behind the booths—where stories of resilience, creativity, and community converge. Ubeland is more than a food fair; it’s a cultural movement, powered by Philippines Fest, a grassroots organization dedicated to elevating Filipino identity through accessible, inclusive street-level events. And for many emerging food entrepreneurs, it’s the first stepping stone from side hustle to spotlight.

The timing of Ubeland couldn’t be more powerful. As Filipino cuisine gains international acclaim—with restaurants earning Michelin stars and major media attention—grassroots festivals like this are ensuring that the movement remains community-rooted and inclusive.

More than anything, Ubeland proves that food doesn’t have to be formal to be worthy. It just has to be real. And in doing so, it reminds us that the street is often where the soul of a culture begins.