Ube Before Anything Else: UBAE puts a new twist on Filipino desserts

The specialty ube cheesecake is a must!

Sponsored by Central Pacific Bank

UBAE is making it’s way to the mainstream, and its quickly becoming home to one of the most popular treats here in Hawaii. Ube is the secret ingredient to the local bakery’s sweet treats, which has been used for decades in Filipino cuisine. The small business in Kalihi is putting their own spin on ube desserts, offering soft serve, pastries, and its very own signature ube cheesecake.

Before ube became a part of mainstream media, Hawaii local business owner Adrienne-Joy Jataas had a passion for baking, as well as a love for the famous Filipino dessert. UBAE came to life after her husband, Jeremy, requested a Filipino inspired cheesecake. Since then, she has made it UBAE’s mission to educate the Hawaii community about ube. The couple opened up a storefront in Kalihi at the end of 2017, selling their cheesecake along with ube crinkle cookies and ube tarts.

Most people are first drawn to the root crop because of it’s vibrant purple color. Not to be confused with taro or sweet potato, ube has been used for decades in Filipino cuisine. Ube, or the purple yam, is a major root crop in the Philippines. Passed from generation to generation are a wide array of desserts that incorporate the purple yam such as halo halo, ube halaya (ube jam), ice cream, pastries, dessert fillings, and of course, ube cheesecake.

UBAE’s storefront is located in Kalihi on Oahu at 1284 Kalani Street. Additionally, all 7-Eleven stores across Oahu carry its ube tarts, and all Times Supermarket stores on Oahu carry its ube crinkle cookies. You’ll also find its products at Island Shave Ice & Creamery in Kapolei and at Sweet Treats by Kris in Honolulu.

UBAE even has retailers on the neighbor islands. On Maui, there’s Wailuku Seafood Center, on Lanai there’s Richard’s Market, and on the Big Island, there’s Bahay Kubo Asian Store and KTA Super Stores.

You can even shop UBAE treat online here: ubae-llc.myshopify.com/collections/all

For more information: ubaehawaii.com, Facebook: @ubaehawaii, or Instagram: @ubae_hawaii