Now, thanks to Instagram -- honestly, this is the reason, much like the rise of rosé -- ube is having its time in the spotlight and the purple reign is upon us. Practically everywhere we look, we’re seeing Vegas through plum-colored glasses. There's ube ice cream, French toast, waffles, horchata, cheesecake, cupcakes, conchas, cream puffs, tarts, muffins, donuts, and, well, you get the idea. And, while the popularity of ube began in Filipino kitchens and is taking off in American cities with sizable Filipino populations, it has yet to fully infiltrate the mainstream. So get down with #ubeallday now before every influencer in America ditches millennial pink for potato purple.
Not to mention, it's really damn delicious. While not overwhelmingly sweet, ube’s flavor is ideal for desserts because it imparts hints of vanilla with a bit of pistachio nuttiness. In other words, it would make the perfect gelato. So, check out these Vegas spots that are putting the "ooooh" in ube with their eye-poppingly purple treats. Many of the items listed below are specials that rotate so give 'em the ol' Instagram eyeball before you show up demanding your purple fix.