Ube has rapidly emerged as a global food trend, surpassing matcha in popularity within just four years. Jeffrey Cesari is launching an ube latte mix named Ube Signature Paris. The purple yam, native to the Philippines, has become a staple in many restaurants.
As of early Tuesday, Starbucks added an iced ube coconut macchiato to its menu. This move reflects the growing demand for ube in the food and beverage industry.
Rhea Topacio noted, “There’s a surge of ube. People are always looking for something new.” This trend has been fueled by social media exposure.
In the past four years, ube has grown by 230% on restaurant menus in the US. Only 27% of US consumers knew what ube was five years ago; that number has now reached 27%.
Despite this growth, some challenges remain. Ube production in the Philippines declined by 6.7% in 2025 compared to the previous year. The reasons behind this decline are not fully clear.
However, exports of ube from the Philippines reached nearly 1.7 million kilograms in 2025, marking a 20% increase from the previous year. Raw ube prices have also risen by about 38% compared to two years ago.
Grace Backian commented on the market dynamics: “As of this time, it is the traders who really benefit if there are increases in the price of ube.” Rhea Topacio added that there’s a missing link between farmers and the market.
The next expected development includes further product launches featuring ube as chefs and brands continue to explore its culinary potential.
