Pandan and Ube: Curiosity Is How Food Cultures Travel

There was a time in Indianapolis when saying “ube” or “pandan” might have earned you a confused look. Today, you might hear it tastes a bit like vanilla. You might also hear, “That was the first time I ever tried ube.”

For Salamat Cookies, that shift has happened right in front of them.

“When we started Salamat Cookies here in Indy in the heart of the pandemic, most customers didn’t have a sense of Filipino flavors aside from savory classics like pancit, lumpia, and balut, let alone ube,” Salamat co-founder Mike Williams.

In larger markets like New York, Chicago and Los Angeles, Filipino flavors were already gaining momentum back in 2020. However, as Williams traveled to smaller markets including St. Louis, Columbus, and Oakland in 2021, he began seeing those markets embrace Filipino flavors, too. Then Indianapolis had its own moment.

“In 2023, we saw the greatest upturn in awareness when we brought the very first Ube Fest to Indiana,” Williams said. “It’s been up, up, and away ever since.” 

The growth has been fueled in part by curiosity via social media and increased accessibility. Williams said that it has been especially rewarding to hear from customers who say they were first introduced to ube through the business.

Getting someone to try something unfamiliar often starts with making it feel a little nostalgic. “When sharing Filipino-inspired flavors, we like to make sure the flavors sound familiar enough to try, and exciting enough to spark curiosity.” 

Take ube. For someone who has never tasted it, its bright purple color doesn’t exactly explain what to expect. But describe it as having notes of deep vanilla, marshmallow, and the mild nuttiness of pistachio, and suddenly it feels a little less intimidating.

“Generally, the more familiar the flavors, the more curious customers are to try something new.” 

That curiosity is at the heart of what Salamat Cookies creates. “With so many trends out there, we’d find it easy to drop a new flavor every week, but our focus is to make sure flavors, texture, and experience are dialed in before we release any new products,” Williams said. “That’s how our customers know each time they take a bite or sip of our treats, it’s a passport for their taste buds on their way to the Philippines.”

And maybe that is what has changed most in Indianapolis. Filipino flavors are no longer something new, but they are something people are curious enough to seek out. For Salamat Cookies, that curiosity is the point. It’s not about perfection. It’s about giving everyone the taste and letting them make their own food palate journey. Everyone gets to decide what they like, what they remember and what they want to try next. 

Maybe that is how food cultures travel: not by telling people what to taste, but by giving them a reason to take the first bite. 

Ready to try ube for yourself? Salamat Cookies is bringing Ube Jam back to Indy for the second year!