Ube Craze at SM North EDSA Runs Until October 4 With 20 Food Brands
Last Updated on September 25, 2026 by Over Here Toronto
Ube Craze at SM North EDSA is turning The Block Atrium purple with desserts, drinks, pastries, and other ube creations from 20 food and beverage brands. The 17-day food festival runs from September 18 to October 4, 2026, with free admission for shoppers looking to try different takes on the Filipino favorite.
Part of SM Supermalls’ month-long Food Fest, the event puts ube front and center—from familiar Filipino treats to newer café-style creations.
20 Food and Drink Brands Join Ube Craze at SM North EDSA
Instead of hopping between different parts of Metro Manila for an ube food crawl, visitors can find 20 participating brands in one spot at The Block Atrium.
The Ube Craze lineup includes:
- Bibingka Manila
- Cha Tra Mue
- Cold Stone
- Famous Belgian Waffles
- Fickle
- Karabella
- Khun Thai Tea
- Macarons Macarons
- Matchanese
- Milksha
- Mom’s Ube & Triple Chocolate Champorado
- Muhlach
- Nords
- Panero
- Pocofino
- Polland
- Project Pop Shake
- Quickly
- Red Ribbon
- Yogorino
The mix means ube is not limited to the usual halaya or cake. Visitors can expect different interpretations across drinks, frozen desserts, pastries, snacks, and other sweet treats.
Some participating brands are also serving festival-exclusive ube creations, giving regular customers something different from their usual menu orders.
What Is “Ubemaxxing”?
The festival describes the experience as “ubemaxxing”—basically going all-in on the purple yam while exploring as many ube creations as possible.
It may sound like a social media term, but the idea fits the event well. Ube has moved far beyond traditional Filipino desserts, with cafés, bakeries, tea shops, and ice cream brands regularly finding new ways to use the ingredient.
Earlier in 2026, SM also highlighted ube-inspired desserts and drinks across its malls through its Ube Nation campaign, showing how the Filipino flavor continues to appear in both traditional recipes and newer food trends.
For north-side foodies, Ube Craze makes it easier to compare several versions in one visit without crossing the metro.
What to Know Before Visiting Ube Craze
Ube Craze is free to enter, so you only need to budget for whatever treats you want to try.
Here are the main event details:
- Event: Ube Craze 2026
- Dates: September 18 to October 4, 2026
- Venue: The Block Atrium, SM North EDSA
- Address: North Avenue corner EDSA, Quezon City
- Admission: Free
- Participating brands: 20 food and beverage concepts
SM North EDSA currently lists its regular mall hours as 10 a.m. to 10 p.m. daily, although visitors should still check for schedule changes before heading out.
You can check the official SM North EDSA mall page for current mall information, directions, and updates.
A Few Tips for Your Ube Food Crawl
If you plan to try several booths, go with friends and share orders. With 20 brands involved, splitting desserts and drinks makes it easier to sample more without getting full after the first few stops.
It also helps to check the participating brands’ latest posts before visiting if there is a specific festival-exclusive item you want. Limited creations may vary by booth or availability.
If you are commuting, SM North EDSA is along North Avenue corner EDSA in Quezon City, making the festival a convenient food stop for shoppers already heading to the mall.
Catch Ube Craze Before It Ends
Whether you prefer classic ube flavors or want to see how cafés and dessert brands are giving the Filipino staple a newer twist, Ube Craze at SM North EDSA gives you until October 4 to explore the lineup.
Admission is free, so the harder part may simply be deciding which purple treat to try first.
