16/01/2026
HOW UBE BECAME THE NEW MATCHA, AND WHAT IT MEANS FOR FARMERS WHEN A CROP GOES VIRAL
Ube, the purple yam native to the Philippines, has emerged as the next global food trend, drawing comparisons to matcha’s viral journey. Known for its vibrant violet hue and subtly sweet, nutty flavour, ube has long been a staple in Filipino desserts like ube halaya and halo-halo. But its global popularity is relatively recent, propelled by social media, creative chefs, and consumer curiosity.
In 2024, Singapore-based drinks distributor JD SIP introduced ube cream liqueur, betting on locals’ interest. "At the time (in 2024), no one even knew what ube was," said co-founder Dylan Yap. Initially, bars and cafes were skeptical. Barely two years later, the product is stocked in 150 establishments, with sales surging from 500 bottles per quarter to roughly 500 per month. At a recent trade show, JD SIP sold 400 bottles in just three days—"entirely unexpected," Yap added.
Ube’s popularity has spread worldwide, appearing in Basque cheesecakes in the UK, lattes in Paris, and doughnuts in New York with waitlists reaching 10,000 people. Trend forecasters WGSN and flavour houses such as T Hasegawa USA have recognized its potential, highlighting its presence in desserts and beverages.
Yet viral crops like ube bring significant challenges for farmers. Filipino producers face limited land, long growing cycles, labour-intensive harvesting, and competition from neighbouring countries such as China and Vietnam. Dr Samer Elhajjar, NUS Business School, explained, "Crops and livestock are long-term commitments… Once a farmer plants crops or breeds livestock, he is locked in for months or years with money, land and labour already spent."
Assoc. Prof. Guan Chong from SUSS added that farmers lack real-time market visibility and often cannot scale quickly due to financial and logistical constraints. Jeremy Chua of Bio Ark Global said, "By the time (farmers) decide to pull the trigger, everybody decides to kind of pull the trigger at the same time," limiting the financial benefits.
The ube boom mirrors matcha in Japan, where farmers face similar constraints. Daiki Tanaka, founder of D:matcha Kyoto, said, "There's always a limit. Even as demand grows, our supply can only go so far." Terraced farmland, labour needs, and quality concerns prevent rapid expansion, forcing farmers to prioritize sustainable production over volume.
Rising global demand also invites market distortions. Mislabelled products and substitutes often appear, as Assoc. Prof. Guan Chong warned: "Viral demand can cause over-investment, misallocation of land and water, as well as price volatility." Jeremy Chua noted, "Purple yams from places like Indonesia or Vietnam begin entering the market, even though they're not ube… It’s usually suppliers or wholesalers who see a trend and try to pass off a close substitute as the real thing."
Consumers play a role, too. Filipino expats and global enthusiasts enjoy greater access to ube, but some question whether foreign markets appreciate its origin or cultural significance. Nikki Rosales said, "I'm sceptical if people will like it for long or if they're just following what's unusual and new to them."
Ultimately, the rise of ube highlights the delicate balance between viral popularity, global demand, and agricultural realities. Farmers must navigate land limits, long cultivation cycles, labour-intensive harvesting, and international competition, making trend-driven crops both an opportunity and a risk. Experts urge awareness, sustainable practices, and valuing quality over quantity to support producers and the food system.
This story originally appeared on ChannelNewsAsia. Graphics and edits by Destination PH.
