Ube has rapidly gained popularity in the U.S., with a remarkable 230% growth on restaurant menus over the past four years. This vibrant purple yam from the Philippines now features at 95 chains across the country, surpassing matcha’s previous dominance.
Starbucks has taken notice, testing ube at its Reserve locations and rolling out an exciting ube range in Europe, including an Ube Vanilla Velvet Matcha Latte. Similarly, Costa Coffee introduced a Sweet Ube Frappe and a Sweet Ube Hot Chocolate in the UK, showcasing ube’s versatility.
The Philippines exported nearly 1.7 million kilograms of ube in 2025, marking a 20% increase from the previous year. However, production of ube back home has been declining by close to 2%, prompting some suppliers to resort to using purple sweet potatoes as substitutes.
Ube’s rise reflects broader trends in global cuisine. It has become popular in various dairy-based products and desserts across the U.S., featuring prominently in ice creams like King’s Hawaiian and Van Leeuwen’s Ube Coconut ice cream.
This culinary shift aligns with changing consumer preferences for unique flavors and ingredients. Observers note that ube’s rich color and taste are appealing to adventurous eaters looking for new experiences.
As this trend continues to unfold, many are curious about how long ube will maintain its momentum against other flavors and whether production challenges will impact its availability.
