In just four years, ube has surged in popularity across the US, with a staggering growth of 230% on restaurant menus. This Filipino delicacy has now eclipsed matcha, once the darling of trendy food enthusiasts.
Currently, ube appears on menus at 95 chains nationwide. Major brands have embraced this vibrant purple yam — Starbucks even tested ube offerings at its Reserve locations and rolled out an Ube Vanilla Velvet Matcha Latte in Europe. Meanwhile, Costa Coffee introduced a Sweet Ube Frappe and Hot Chocolate in the UK.
The Philippines exported nearly 1.7 million kilograms of ube in 2025, marking a 20% increase from the previous year. Yet, this booming export doesn’t mask a troubling trend: production of ube in the Philippines is declining by close to 2%. As demand rises globally, what does this mean for local farmers?
Ube has found its way into various products beyond traditional desserts. King’s Hawaiian and Van Leeuwen recently launched an Ube Coconut ice cream and an ice cream sandwich — a testament to its versatility. The yam’s unique flavor profile has also led to its incorporation into chilled and shelf-stable desserts in Japan and diverse pastries and beverages in China.
The global supply chain has begun substituting purple sweet potatoes for ube amid these production challenges. Observers are left wondering how this shift will affect the authenticity of dishes that rely on ube’s distinct taste.
As ube continues to gain traction, consumers can expect to see more innovative uses of this ingredient across various sectors. The dessert landscape is evolving; ice cream lovers can look forward to new flavors inspired by this vibrant root vegetable.
