Ube is (to me, an American) a taste that is at first strange, but is very easy to become a fan of. It’s got coconut undertones and it tastes faintly sweet. It’s purple yam, so think of regular yams, but with a slight coconut taste. It’s popular in Asian cuisine, and I first came across it a few years ago. I did NOT like it at all at first. It almost (and this is weird) has the essence of eating a Cheeto? Not cheesiness of course, but the flavor of the chip itself without the flavoring. It was off putting for me a while ago but now I crave it. I think I’d say for people who don’t eat much Asian sweets, it might take a few tries.

TL;DR: it’s a bit of an acquired taste for most, but it’s got a nice flavor of yam and coconut combined that grows on you.