UBE’S GINZA TAKEOVER
Ube becomes cultural shorthand that carried 70 years of Philippine-Japan friendship into the everyday life of Tokyo.
Ube becomes cultural shorthand that carried 70 years of Philippine-Japan friendship into the everyday life of Tokyo.
The Philippine Embassy in Japan participated in the launch of the Philippines Fair at Sonoko Café Ginza, a popular, health-conscious café in Tokyo's upscale Ginza district, recently.
The fair forms part of the celebrations marking the 70th anniversary of the normalization of diplomatic relations between the Philippines and Japan in 2026.
By bringing the ube trend to audiences in Ginza, the collaboration with Sonoko Café seeks to showcase the Philippines' rich culinary heritage and Ginza's beauty and wellness lifestyle philosophy.
At the center of the Philippines Fair is the world-renowned ube, or Philippine purple yam.
Sonoko Café has incorporated ube in several culinary treats, including halo-halo, mont blanc, curry, potato sandwich, tarako cream pasta, banana amasake smoothie and milk cocktail.
Ambassador Mylene Garcia-Albano shared how ube has, in recent years, fascinated chefs, food lovers and cafés around the world with its striking purple color and earthy sweetness, earning it a place in contemporary cuisine.
She also expressed her pride and excitement at seeing the superfood ube reimagined in new and creative ways by chefs around the world, especially in Japan.
Agriculture Attaché Maria Alilia Maghirang highlighted in her presentation that the Philippines is a major global supplier of ube, while Japan is the second-largest export market for Philippine ube, reflecting high demand for the rootcrop for use in pastries, desserts and beverages.
Sonoko Café Ginza's exclusive summer ube menu is available until 31 August.
