A humble purple yam has accomplished what politicians have attempted for decades: bridging cultural divides while nobody was looking. On April 26, Don Knabe Park in Cerritos will transform into ground zero for LA County’s inaugural UbeFest, a celebration centered around ube – a purple root vegetable that has quietly infiltrated American dessert culture, similar to how Wordle conquered morning commutes in 2022.
The festival, running from 10:00 AM to 7:30 PM, expects over 10,000 attendees and more than 100 vendors. But these aren’t just impressive numbers for a local event – they’re evidence of something more profound happening in American cultural consumption.
From Pop-up to Cultural Phenomenon
James Oreste, who founded UbeFest with a pop-up in Long Beach in October 2021, has seen the celebration grow from a local food event into a multi-state phenomenon, with expansions to Berkeley, New Jersey, and St. The festival’s rapid growth reflects ube’s rising popularity in American food culture.
At previous UbeFest events in Long Beach, attendees waited up to three hours for purple-hued desserts, with many vendors selling out completely. The appeal combines authentic cultural exploration with visually striking foods perfect for social media sharing – a combination that has helped propel Filipino cuisine into mainstream awareness.
The Politics of Cultural Celebration
The festival’s evolution reveals an often-overlooked truth about how ethnic celebrations enter the mainstream. What began as a grassroots cultural gathering has transformed through a partnership between Oreste and Cerritos Mayor Pro Tem Lynda Johnson. Their alliance with the Filipino American Chamber of Commerce of Cerritos (FAC3) has elevated a niche food trend into an official county celebration, according to multiple event announcements.
The politics behind cultural festivals rarely receive scrutiny, but they should. When examined closely, UbeFest represents a case study in how immigrant communities can leverage cultural capital into economic and political influence. The festival has secured sponsorships from LA County 4th District Supervisor Janice Hahn, LA County Parks and Recreation, and other institutional partners that have recognized the significance of Filipino American contributions, much like how Disney’s Skyliner Eats has become a culinary hotspot, blending culture and tourism into a unique aerial food corridor.
Beyond Food Trends: Cultural Integration in Action
The ube phenomenon defies standard cultural appropriation narratives. Rather than watering down traditions, its mainstream popularity has sparked deeper interest in authentic Filipino cuisine. Before 2018, finding ube outside Filipino neighborhoods required serious effort. Now, the purple yam appears everywhere from high-end bakeries to supermarket freezers – yet instead of losing its cultural roots, it’s bringing people back to them.
Social Media: The New Cultural Ambassador
Food trend analysts have documented how social media platforms like TikTok and Instagram have accelerated ube’s popularity, especially among younger consumers encountering Filipino cuisine for the first time. This digital-first discovery often leads to deeper cultural curiosity, as new fans seek out authentic preparations and cultural context.
As America’s demographic landscape continues shifting, UbeFest offers a glimpse into how cultural celebrations might evolve: grassroots enthusiasm paired with institutional support, creating spaces where traditions aren’t just preserved but expanded. In a country often divided by cultural differences, sometimes the most effective bridge might just be a slice of purple cake.
The festival will culminate in Cerritos’ anniversary celebration, creating a day-long community event that showcases how food traditions can unite diverse populations. With its combination of culinary exploration, cultural education, and community building, UbeFest represents a new model for cultural celebrations in an increasingly diverse America.
