Ube has rapidly gained popularity in the US, surpassing matcha’s previous dominance in just four years. Ube has grown 230% on restaurant menus in the US over the past four years.
Ube now features at 95 chains across the country. Starbucks tested ube at its Reserve locations and rolled out an ube range in Europe, including an Ube Vanilla Velvet Matcha Latte. 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, up 20% from the previous year. However, production of ube in the Philippines has been declining by close to 2%. This decline raises concerns about future availability.
Restaurants and brands are increasingly incorporating ube into their offerings. King’s Hawaiian and Van Leeuwen launched an Ube Coconut ice cream and an ice cream sandwich. Ube has also been used in chilled and shelf-stable desserts in Japan and appears in cakes, pastries, and beverages in China.
Despite its rise, some observers note that the global supply chain is using purple sweet potatoes as a substitute for ube. This substitution may affect how consumers experience this trending ingredient.
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