Ube: The New Global Cafe Trend

Apr 29, 2026

63 min

Apr 29, 2026 15:31

Matcha’s successor? Ube gains ground across global menus

## Ube's Rise to Fame

Ube, a purple yam native to the Philippines, is gaining popularity in cafes worldwide, challenging matcha's long-standing dominance. Known for its vibrant color and unique flavor, ube is becoming a favorite in desserts and beverages.

## From Local Staple to Global Sensation

Traditionally used in Filipino desserts like ube halaya, this yam is now a sought-after ingredient globally. Its deep purple hue, derived from natural pigments, makes it visually appealing, especially on social media platforms.

## Growing Export Market

The Philippines has seen a significant increase in ube exports, with $3.06 million generated in 2025. Key markets include the Middle East, US, UK, and Italy. The demand for ube powder, puree, and flavor extracts is rising as international manufacturers incorporate it into various products.

## Innovation and Opportunities

Product development featuring ube is expanding, with 359 new products launched globally. While the Philippines leads in innovation, countries like Japan, China, and the US are also exploring its potential in desserts and beverages.

## Impact on Local Farmers

The growing demand for ube is benefiting Filipino farmers and small businesses, providing opportunities in higher-value markets. The Philippine government is supporting this growth by enhancing quality standards and supply chains, ensuring competitiveness in international markets.

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