“If we want to get the high-quality ube, I think we have to be on-site, because you have to feel, you have to see, you have to test,” says Jeffrey Cesari, whose new ube latte mix—Ube Signature Paris—aims to capture the essence of this vibrant ingredient.
In just four years, ube has surged in popularity, overtaking matcha as a global food trend. This purple yam, native to the Philippines, has found its way onto menus across the United States and beyond. In March 2026, Starbucks introduced an iced ube coconut macchiato, further signaling its rise.
Rhea Topacio notes the current frenzy: “There’s a surge of ube. People are always looking for something new. Especially in the times right now, everything is on social media.” The visual appeal of ube—a stunning purple hue—makes it perfect for Instagram feeds.
However, this rapid growth comes with challenges. Ube production in the Philippines saw a decline of 6.7% in 2025 compared to the previous year. The cause remains unclear; officials haven’t provided specific reasons for this downturn.
Key statistics:
- Ube has gained 230% on restaurant menus in the US over the past four years.
- 27% of US consumers now know what ube is—up from just 15% five years ago.
- The Philippines exported nearly 1.7 million kilograms of ube in 2025, marking a 20% increase from 2024.
- Raw ube prices have risen about 38% compared to two years ago.
As Topacio points out, “There’s a missing link between the farmers and the market.” While traders benefit from price increases, farmers struggle to keep pace with demand—and face challenges in getting their product to market effectively.
Despite these hurdles, enthusiasm for ube continues to grow. Camelle Morta Singh emphasizes that as long as people crave novelty in their food experiences, ube will remain a star on menus worldwide. The journey of this Filipino delicacy—from niche recognition to mainstream phenomenon—illustrates how cultural foods can traverse borders and captivate global palates.