TOKYO - A vibrant purple ingredient from the Philippines is gaining popularity around the world, with ube, a type of yam known for its mild sweetness and striking color, emerging as a potential successor to matcha in the global dessert market.
At Studio Cafe MARU in Tokyo's Shin-Okubo district, customers are enjoying purple cheesecakes and lattes made with ube, an ingredient that has become increasingly popular on social media. One customer said she decided to try the dessert after hearing that ube could become the next big trend after matcha.
Native to the Philippines, ube is a type of yam distinguished by its vivid purple color and gentler sweetness compared with Japanese purple sweet potatoes. It is widely used in Filipino cuisine, particularly in jams and traditional desserts, and is considered an essential ingredient in the country's food culture.
Ube is also attracting attention as a healthy food because of its high dietary fiber content, adding nutritional appeal to its distinctive appearance and flavor.
Customers trying ube desserts described the taste as pleasantly mild and easy to enjoy. "It has a faint aroma of yam, and the sweetness is not overpowering," one customer said. Another noted that the dessert did not have a particularly strong yam flavor but had a smooth texture that made it easy to eat.
Beyond its taste, ube's vivid purple color has become a major selling point, particularly among younger consumers who share photos of visually appealing food on social media.
"It's really cute. The purple is even more intense than it looks in photos," one customer said. "I thought it would have a strong yam flavor because of the color, but it was surprisingly mellow, easy to eat and delicious."
The growing popularity of ube has been fueled largely by social media, with the ingredient gradually establishing a presence in markets including the United States, Britain and South Korea. Its expanding use in cafes and desserts has led some to describe it as the "second matcha," drawing comparisons with the international success of the Japanese green tea powder.
American tourists visiting Japan said ube has already become familiar to younger consumers in the United States. "Ube is popular among young people in America. You can find it at cafes everywhere," one visitor said, while another added, "I like ube-flavored pancakes."
The trend is also delivering commercial benefits for businesses introducing the ingredient.
Studio Cafe MARU began selling ube desserts in mid-May 2026 and has since seen sales increase by approximately 50%, demonstrating the potential of the purple ingredient to attract customers and generate interest in new menu items.
Food journalist Mayumi Satoi, who reportedly samples around 5,000 varieties of sweets each year, said ube's appeal extends well beyond its distinctive appearance.
"First, the bright purple color immediately catches your attention and looks beautiful," Satoi said. "Then, when you taste it, there is no overpowering flavor. It has a simple, natural sweetness that does not interfere with other ingredients."
Satoi said the combination of visual appeal, versatility and perceived health benefits makes ube particularly attractive to pastry chefs and other food professionals.
"When you consider that it is also a natural ingredient and has a healthy image, I think it offers chefs a great deal of creative potential," she said.
The timing of the trend may also be contributing to its popularity. With Halloween approaching in October, Satoi noted that ube's naturally vivid purple color fits particularly well with seasonal desserts and decorations, providing another opportunity for cafes and confectioners to capitalize on growing consumer interest.
Source: FNN
