CERRITOS, CA – Mark your calendars for April 26, 2025, as LA County’s first and largest UbeFest is set to make history at Don Knabe Park in Cerritos. This momentous occasion is shaping up to be one of LA County’s biggest cultural and business initiatives of the year, expected to draw over 10,000 attendees and showcase more than 100 vendors featuring not only ube-themed delights, but a rich celebration of Filipino cuisine, local merchandise, arts, and cultural heritage.
While UbeFest began as a tribute to the beloved purple yam, this upcoming festival is much more than a food event. It will be a cultural destination, featuring an array of Filipino food vendors, Fil-Am businesses, interactive exhibits, and live entertainment that celebrates both traditional and modern Filipino artistry. It’s a festival where heritage meets community, and where everyone—Filipino or not—can come to experience the warmth and vibrancy of Filipino culture.
UbeFest was first introduced to the Southern California pop-up scene in Long Beach in October 2021, the brainchild of founder James Oreste. With just a handful of vendors offering ube-centric treats, the first event was a blockbuster success, drawing three-hour lines and selling out across the board. The overwhelming response led James to expand UbeFest beyond California, hosting successful events in Berkeley, New Jersey, St. Louis, and even as part of Indianapolis’ Spark Fest.
But James’ vision for UbeFest has always been more than purple treats. It’s rooted in his passion to promote Filipino heritage, uplift local entrepreneurs, and create a space where all Americans, regardless of background, geography, or culture, can come together and enjoy the best of the Filipino experience. UbeFest, at its heart, is about bridging cultures through food, art, and shared joy.
Photo Credit: Mike Zampelli
In 2024, with a bold dream of expanding UbeFest into something truly monumental for LA County, James turned to someone he knew would believe in the vision: Cerritos Councilmember and Special Assistant to LA County Supervisor Janice Hahn, Lynda Johnson.
Lynda, a dedicated public servant and lifelong advocate of the Filipino American community, has long been at the forefront of efforts to elevate local businesses, promote cultural understanding, and amplify the voices of underrepresented communities. Her commitment to inclusivity and her deep ties to Cerritos’ diverse population made her the perfect partner in championing this initiative.
Photo Credit: Mike Zampelli
Seeing the potential of UbeFest not just as a local event but as a cultural milestone for LA County, Lynda took immediate action. She understood the importance of bringing communities together through celebration and saw in UbeFest a powerful vehicle to do just that. Lynda’s tireless support, resourcefulness, and belief in the Filipino American community became instrumental in bringing this vision to life.
Recognizing the outstanding impact and momentum of the Filipino American Chamber of Commerce of Cerritos (FAC3), Lynda reached out to the organization’s leadership team in late 2024 under the direction of the officers Ellen Rodriguez-Swing, Demeven Quirino, Christine Consunji, and Ron Dizon,. FAC3 had already been making waves in the Gateway Cities through meaningful programs, business development efforts, and grassroots community engagement.
Together—with James’ vision, Lynda’s unwavering support, and FAC3’s leadership—a dynamic organizing team was formed. And what started as a local pop-up just three years ago has now evolved into a county-backed cultural celebration unlike any other.
Photo Credit: Mark Zampelli
UbeFest 2025 will run from 10:00 AM to 7:30 PM, closing just in time to lead into the City of Cerritos’ anniversary celebration, making it a day of back-to-back festivities celebrating culture, community, and unity.
To become part of LA County’s historic UbeFest 2025—whether as a vendor, volunteer, or for other event-related inquiries—please contact James Oreste at 562-607-4660 or connect via Instagram at @longbeachubefest. For sponsorship opportunities, please contact Ellen Rodriguez-Swing at 310-800-6997.
