27/10/2026
#𝐓𝐮𝐞𝐬𝐝𝐚𝐲𝐓𝐫𝐞𝐧𝐝𝐬 | 𝐔𝐛𝐞 𝐓𝐫𝐞𝐧𝐝: 𝐌𝐚𝐝𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬—𝐨𝐫 𝐢𝐬 “𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬” 𝐛𝐞𝐢𝐧𝐠 𝐦𝐚𝐝𝐞?
Have you ever heard of an ube latte? Or should it be pronounced “oob” latte? Much like Japan’s matcha, ube—or purple yam—has become a rising star in the global food industry. Once a familiar ingredient in Filipino kitchens, this purple root crop has found its way into international cuisine.
Scientifically known as Dioscorea alata, ube has long been part of Filipino culinary traditions, especially in terms of desserts and pastries. Today, other countries are also cultivating it to meet growing global demand.
Foreign cultivation is not inherently a threat. However, unclear product origins raise questions about who truly benefits from ube’s growing popularity.
According to food industry analytics firm Datassential, ube appeared on U.S. restaurant menus 231% more frequently over four years, reflecting its growing commercial appeal.
Chester Velasquez, president of the United Ube PH Federation, said that neighboring countries such as China and Vietnam have been acquiring fresh ube from the Philippines and scale up their local cultivation, expanding their ube research and commercalization.
On One News’ The Big Story on October 24, Velasquez cited a global ube market valued at approximately $595 million in 2025, while the Philippines accounted for only $3 million.
The disparity raises concerns about whether Filipino farmers receive a fair share of the crop’s international success. Cultural recognition does not automatically translate into economic benefits for local producers.
A dessert may draw inspiration from Filipino cuisine without using Philippine-grown ube. Likewise, a product manufactured abroad may still contain ube cultivated in the Philippines. Distinguishing these origins matters to consumers and farmers alike.
As global demand grows, the Philippines must strengthen its ube industry through transparent labeling, better market access, and support for local farmers.
The world may be falling in love with ube, but its success should not be measured by popularity alone. It should also be measured by whether the people who grow it benefit.
From Philippine farms to foreign fields, ube is growing beyond the borders of its homeland. Other countries may cultivate the crop themselves, but the Philippines must not let its role in ube’s global rise fade into the background.
As purple becomes the color of a worldwide food trend, is the world embracing Philippine ube, or is “Philippines” becoming a marketable identity detached from the farmers who grow it?
Article by Jose Juler Peracullo
Layout by Issa Belle Tuson
