The root crop, also known as purple yam and commonly exported from the Philippines, is turning up in everything from creamy desserts to colourful drinks as its popularity spreads worldwide.
Ube first went viral for its visual appeal as it gives off a distinct violet hue when added to desserts and drinks, taking the place of the long-reigning green of Japan’s matcha.
The starchy tuber is now a mainstay in major grocery stores worldwide, with brands in the United States, Japan and China cashing in on the purple trend.
With its mildly sweet, nutty flavour, ube has become a go-to ingredient thanks to the broad appeal of its simple yet familiar taste.
While South Korea has long incorporated sweet potatoes or taro into desserts like cakes and pies, ube’s striking colour offers a visual appeal perfectly suited to the Instagram generation.