Activate the yeast (if using active dry): In a small bowl, combine warm milk and a pinch of sugar. Sprinkle the yeast over and let it sit for 5–10 minutes until foamy. If using instant yeast, skip this step and add it directly to the flour.
Make the dough: In a large bowl, whisk flour, sugar, and salt.
Add milk (and proofed yeast if applicable), egg, and softened butter. Mix with a spatula until a shaggy dough forms. If using a stand mixer, use the dough hook on low.
Knead until smooth: Knead by hand on a lightly floured surface or in the mixer on medium-low for 8–10 minutes.
The dough should be smooth, slightly tacky, and elastic. Add a dusting of flour only if it’s very sticky.
First rise: Shape the dough into a ball and place in a lightly greased bowl. Cover with a towel or plastic wrap and let rise in a warm spot until doubled, about 60–90 minutes.
Prep the filling: Scoop ube jam into a bowl and stir to loosen.
If it’s very soft, refrigerate for 20 minutes so it firms up. You want it thick enough to hold shape.
Divide the dough: Punch down the dough gently to release air. Turn it out and divide into 10–12 equal pieces.
Keep the pieces covered to prevent drying.
Fill and shape: Working with one piece at a time, flatten into a small circle, slightly thicker at the center. Place 1–1.5 tablespoons of ube jam in the middle. Pull the edges up and over the filling, pinch to seal well, and roll the seam side down to form a smooth ball.
Second rise: Place the buns on a parchment-lined baking sheet, spacing them 2 inches apart.
Cover loosely and let rise until puffy, 30–45 minutes. Preheat the oven to 350°F (175°C) toward the end of this rise.
Optional egg wash: For shine, whisk 1 egg with 1 tablespoon milk and lightly brush the tops. This step is optional since we’ll also add butter later.
Bake: Bake for 16–20 minutes, until the tops are lightly golden and the bottoms are set.
Avoid overbaking to keep them soft.
Salted butter finish: While warm, brush tops with melted butter and sprinkle with a pinch of flaky or coarse salt. The butter helps the salt cling and adds a signature savory note.
Cool slightly: Let the buns rest for 10–15 minutes before serving so the filling sets. Enjoy warm.