If you’ve scrolled Instagram lately, you’ve probably seen it: that dreamy purple swirl showing up in ice creams, lattes, and cakes across your feed. Say hello to ube (pronounced oo-beh) — the it flavour taking over TikTok, dessert menus, and now, Yo-Chi’s froyo lineup.
This isn’t just another pastel moment — this is a global dessert phenomenon. Originally from the Philippines, the naturally purple yam has captured hearts (and cameras) worldwide for its vibrant colour, creamy texture, and subtly sweet, nutty flavour that gives total vanilla-meets-pistachio energy. And now, Yo-Chi is serving it up, chilled and chic, for a limited time only.
Yo-Chi’s ube frozen yogurt is smooth, creamy, and just the right amount of sweet — indulgent without being too much. The colour alone? A content creator’s dream. The taste? Think soft earthiness, a hint of vanilla, and a scoop of luxury. It’s the kind of froyo that makes you pause mid-bite to take a photo — because, honestly, if it’s not on your story, did it even happen?
Ube is the ultimate matchmaker. Dress it up with coconut flakes for tropical cool-girl energy, drizzle caramel or white chocolate for dessert decadence, or top it with banana and mochi for a playful twist. Bonus: it’s gluten-friendly.
Ube has gone global glam. Once a Filipino dessert staple, it’s now the darling of café culture — from pastel lattes to mochi donuts. Its Insta-famous purple shade comes from anthocyanins, the same antioxidant pigments found in blueberries, meaning it’s as good-looking as it is good-for-you-ish.
Yo-Chi’s Brand Director Oliver Allis sums it up best: “A purple Filipino yam that tastes like an earthy mix of vanilla and pistachio… we had to get this to Yo-Chi! Sure, it took a bit of convincing (a potato flavour doesn’t exactly scream sexy), but Ube is the flavour moment. We can’t wait to see the feeds light up with that iconic purple swirl.”
Catch the new Yo-Chi ube frozen yogurt for a limited time only, available across all Yo-Chi venues nationwide — but only for a limited time. And just in time for the return of fresh blueberries on the toppings bar (coincidence? We think not).
So grab a spoon, grab your phone, and get ready to turn your dessert into a feed moment. Because with Yo-Chi’s ube froyo, purple isn’t just a colour — it’s a whole mood.
In her spare time, she likes long walks down the makeup aisle and performing in Brisbane theatre. You can follow her adventures on Instagram and TikTok @thebeautypalate.
