Ube has grown 230% on restaurant menus in the US over the past four years. This Filipino purple yam has surpassed matcha in popularity.
The trend shows ube featured at 95 chains across the country. Starbucks tested ube at its Reserve locations in 2025 and rolled out an entire range of ube products in Europe.
Costa Coffee introduced a Sweet Ube Frappe and a Sweet Ube 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.
However, production of ube in the Philippines has been declining by close to 2%. The global supply chain is now using purple sweet potatoes as a substitute for authentic ube.
Dairy-based products featuring ube:
- King’s Hawaiian and Van Leeuwen launched an Ube Coconut ice cream.
- Ice cream sandwiches featuring ube are also gaining traction.
- Ube has been used in chilled and shelf-stable desserts in Japan and appears in cakes, pastries, and beverages in China.
This surge reflects a broader shift towards incorporating diverse flavors into mainstream cuisine. Observers note that this trend aligns with evolving global food preferences.