Our Story
The people behind
the purple.
History
From pop-up to phenomenon.
Established in 2024 as a pop-up cafe supporting the Filipino non-profit “Central Massachusetts Filipino American Association” (CMFAA) at the PAMANA Philippine Independence Day Festival, Kuya Jay's Ube Kafe was born out of community and culture.
Since then, the signature purple tent has popped up all throughout New England — from MA, CT, NH, and RI. State fairs, music festivals, cultural celebrations, holiday events, farmers markets, and private dinner parties. Wherever we go, lines of enthusiastic customers show up eager to get their favorite ube drinks.
You can now visit us at our kafe in Somerville, and follow us on Instagram for pop-up events!
Who We Are
Filipino roots, Boston heart.
Kuya Jay
Kuya Jay's frequent travels to the Philippines with his Filipino family sparked his passion for ube. Combining his culinary and arts background with business and marketing expertise, he set out to bring ube creations to life in new and unique ways.
With a culinary education from Johnson & Wales University in Providence, RI — and coming from a family of chefs and restaurateurs — Jay continued to pursue his obsession with ube and coffee, bringing modern Filipino flavors to life while honoring his wife and family's traditional recipes.
In September 2025, Kuya Jay and his family organized a give-back event for over 200 families in Carmen, Philippines — serving his signature ube lattes, boxed lunches, a dinner buffet, and school supplies for all the children.
Prior to Ube Kafe, Jay was the CEO of JUST BE Records and spent two decades in the entertainment industry. He also founded OM Bakers, an organic baking company in San Francisco, earning recognition in Rolling Stone, Vogue, Huffington Post, LA Weekly, SF Chronicle, TMZ, and more.
Sarai
Born in the Philippines, raised in Massachusetts, and forged a career in California — Sarai's culinary roots trace back to her college internship at Disney World, making fudge at The Confectionary on Main Street. Taking the lead from her husband's culinary experience, together they created Kuya Jay's Ube Kafe.
Sarai is the CEO of her own marketing and production firm, CUE Agency. She has launched celebrity product lines for clients including Celtics' own Paul Pierce, NBA Hall of Famer Gary Payton, Whoopi Goldberg, and more. Her talent production credits span the Grammy Awards, Emmy Awards, People's Choice Awards, Victoria's Secret Fashion Show, MTV VMAs, and more.
She is the third-term President of the 31-year-old Filipino non-profit, Central Massachusetts Filipino American Association (CMFAA), also known as @massfilipinos. She initiated the first Philippine flag raising at Worcester City Hall in 2020, with the mayor proclaiming October as Filipino American History Month.
Sarai is also a full-time mom to a busy toddler, Karisma, who loves ube just as much as her parents do.
