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What is Ube and Why is it Everywhere in Las Vegas Right Now?

Perhaps you’ve seen it in your Instagram feed — the vividly violet yam has made its way into ice creams, pancakes, and pastries all over the Las Vegas Valley. Ube is, without a doubt, the hottest food item in Vegas right now, thanks in part to its highly photogenic nature, but also because it just tastes great.

To get you up to speed in case you’re not already an ube guru: Ube is a kind of yam that has been used in Filipino cuisine for centuries. Pronounced ohh-bae, this colorful tuber is similar in both flavor and texture to a sweet potato as is mostly found as the base in desserts eaten throughout the Philippines. No matter how it is prepared, ube preserves its brilliant purple hue.

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