The humble ube has officially graduated from a traditional Sunday dessert into a full-blown cultural phenomenon.
Fresh off the heels of their blockbuster Matcha Fest, premium pop-up organizer Souk is shifting colors. From June 11 to 14, 2026, the TriNoma Activity Center will transform into a vibrant, violet paradise for Souk’s Ube Fest. Coinciding with Philippine Independence Day weekend, this four-day curated lifestyle and food market isn’t just about satisfying a sweet tooth—it’s a dynamic celebration of modern Filipino identity, heritage, and homegrown creativity.
For generations, ube was synonymous with Christmas gatherings and the meticulous, arm-aching process of stirring ube halaya in a heavy kawa. Today, local culinary artisans are turning that nostalgia into innovation.
Ube Fest brings together a star-studded lineup of local food giants and rising stars, each offering a unique spin on the beloved purple yam:
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The Premium Classics: Carmen’s Best will be scooping up their famously velvety, rich ice cream—crafted with real ingredients that let the authentic, earthy sweetness of ube shine. Meanwhile, legacy names like Hizon’s and Filipino Faves will offer a nostalgic trip down memory lane with timeless baked goods and traditional delicacies.
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The Modern Mashups: Innovation takes center stage with Puto Pao King and Dulce x Matcha St., bridging the gap between traditional Kakanin and modern dessert cravings.
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Beating the June Heat: Festival-goers can cool down with fun, frozen goodies from Dotties, or get a unique caffeine fix from It Takes Gutz Coffee, featuring specially brewed drink pairings designed to complement the rich flavor profile of ube.
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The event will double as a marketplace showcasing thriving Filipino brands, creators, and artisans:
Update your wardrobe with stunning, contemporary local designs from El Gara, Love & Luna, and Piña Couture. To complement the sensory experience, Atmostpeer will be showcasing unique scent essentials and lifestyle finds.
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Stationery enthusiasts and art lovers can browse beautifully crafted prints, sticker art, and stationery from Likha Press Studio and Kraftsy Printhaus. Visitors can even tap into their own artistic side by creating custom floral arrangements with From Flores.
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No modern festival is complete without the perfect snapshot. K Studio by Scene in the Mirror will be on-site with a dedicated photo booth, ensuring you can document your purple-hued weekend with friends and family.
Mark your calendars for Souk’s Ube Fest, happening this week from June 11 to 14, 2026. The four-day festivities will take over the TriNoma Activity Center, offering the perfect holiday destination for families and friends looking to celebrate Independence Day weekend together.
