Chemical reactions that absorb (or use) energy overall are called endothermic. In endothermic reactions, more energy is absorbed when the bonds in the reactants are broken than is released when new bonds are formed in the products.
The potential energy of the products is higher than the PE of the reactants. That increase in energy comes from the surroundings: energy absorbed from the surroundings.
The potential energy difference is due to the bonds in the reactants being stronger than the bonds in the products. Strong bonds have lower potential energy than weak bonds.
