That is certainly a “jelly roll” but it is quite different to a western version. The ube is more like a hard custard than a soft cream or jelly. The texture is quite dry, they aren’t very sweet and for a western palate, they don’t really meet that confection profile.
This is true of many traditional Asian desserts - nowhere near the level of sugar overload that is common today in the west. But the ones that do resonate to the western palate can be very very sweet - two completely different ends of the spectrum.