The Purple Wave Is Here: Ube Craze Comes to SM North
Last Updated on September 18, 2026 by Martina Ericka Berania
QUEZON CITY, Philippines — September 18, 2026 — The Philippines’ beloved purple yam takes center stage at Ube Craze, a food and beverage festival bringing together ube-inspired creations from participating tenants at SM North EDSA.
Starting at 5:00 p.m., Ube Craze opens to the public at The Block Atrium of SM City North EDSA, inviting shoppers, foodies, and ube lovers to immerse themselves in a “purple wave” of treats and discover the many ways to enjoy the beloved Filipino flavor.
Running from September 18 to October 4, 2026, the festival brings together 20 participating brands, offering an exciting mix of classic favorites and creative new ube creations. Guests can look forward to exclusive festival-only treats, alongside a wide selection of ube-inspired desserts and drinks—from creamy soft serves and milkshakes to specialty ube lattes, pastries, cakes, and local artisan finds.
With the theme “All Roads Lead to Ube Craze,” the festival celebrates the versatility and growing popularity of ube, showcasing how the distinctly Filipino purple yam continues to inspire both traditional and contemporary food creations. Whether enjoyed in familiar Filipino desserts or reimagined into modern drinks and pastries, ube takes center stage throughout the festival.
Admission to Ube Craze is free, making it an easy destination for anyone looking to satisfy their purple cravings, discover new favorites, and experience the vibrant ube scene in one place.
Guests are also encouraged to embrace the festival’s signature color and come dressed in purple or violet.
Ube Craze
The Block Atrium, SM City North EDSA
September 18 – October 4, 2026
2:00 p.m. — Media & Influencer Preview on September 18
5:00 p.m. — Open to the Public
Admission: Free
Dress Code: Purple/Violet
REFERENCES:
- Inquirer.net. “Ube lovers have another reason to head to SM North EDSA”
Inquirer.net Facebook Post - SM City North EDSA. “LET YOUR UBE OBSESSION COME ALIVE”
SM City North EDSA Facebook Post
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