What is ube?
Ube is purple yam, a Filipino staple with a mild, nutty, vanilla-like sweetness and an unmistakable bright purple color. It is not the same as purple sweet potato — which is starchier and less sweet — though the two are constantly mixed up online. In 2026, ube is being called "the next matcha": Starbucks introduced ube drinks in 2025 (the Iced Ube Coconut Latte and Ube Espresso Martini) and extended the line in its 2026 spring menu with the Ube Matcha Latte and Ube Vanilla Macchiato, and Manila Times covered the comparison in July 2026. The pattern mirrors matcha's rise — chain validation, a color built for short video, and supply slowly catching up. In the U.S., genuine ube products like halaya (jam) and ube powder remain scarce on mainstream Asian e-commerce platforms, so purple sweet potato is the closest widely available substitute today.
"On camera, ube looks like nothing else on a menu."
Why the ingredient travels so well
Ube vs Matcha at a glance
| Ube | Matcha | |
|---|---|---|
| What it is | Purple yam from the Philippines | Stone-ground green tea powder from Japan |
| Taste | Mild, nutty, vanilla-like sweetness | Earthy, grassy, slightly bitter |
| Color on camera | Bright purple | Vivid green |
| Caffeine | None | Yes (contains caffeine) |
| Common forms | Halaya (jam), powder, baked goods, lattes | Powder, lattes, baked goods, ice cream |
| US availability today | Still scarce — real ube halaya/powder is niche; purple sweet potato is the common substitute | Widely available in grocery and online |
Is ube actually the next matcha?
The case is building faster than most food trends: The Guardian called ube "the new matcha" in April 2026 as ube cocktails and coffees hit UK menus; BBC Bitesize walked through "what is ube flavour"; Euronews covered the tuber conquering coffee, cake, and ice cream; and Korea Herald framed it as "purple replaces green".
- Chain validation: Starbucks' 2025 Iced Ube Coconut Latte and Ube Espresso Martini gave the ingredient mainstream US exposure; its 2026 spring lineup (Ube Matcha Latte, Ube Vanilla Macchiato) extended it.
- Social engine: purple drinks and pastries are built for short video — the same dynamic that pushed matcha (green) and taro (purple-ish) before it.
- Supply is the constraint: demand is now straining supply — The Grocer reported Filipino farmers struggling to keep up — which is exactly where matcha was a few years ago before US shelves caught up.
What to buy in the US right now
Real ube (ube halaya, Filipino ube powder) is still scarce on mainstream Asian grocery platforms. The closest family that's widely available is purple sweet potato — same color story, similar snack appeal — plus matcha itself if you're already on the trend train.
Purple Sweet Potato Powder (150g) — mix into lattes, smoothies, and baking for the purple drink effect.
Purple Sweet Potato Bites (100g) — the chewy-snack version of the trend.
Already a matcha drinker? Marukyu Koyamaen matcha is the reference standard.
Note: as of August 2026, Yami doesn't stock genuine Filipino ube halaya/ube powder — we're not pretending purple sweet potato is ube. If you want the real thing, look for Philippine specialty grocers or wait for supply to catch up with the trend.
The bottom line
Ube is following matcha's exact playbook, and the ingredient is one to watch for the next 12–18 months. For now, the practical US takeaway is simple: the trend is real, genuine ube products are still catching up, and purple sweet potato is the closest thing you can buy today.
Watch the trend, don't chase fake ube. Try purple sweet potato powder for the color and flavor story until real ube lands on US shelves.
Trend references: The Guardian (Apr 2026); BBC Bitesize; Euronews (Jun 2026); Korea Herald; The Grocer (Apr 2026); Starbucks ube lineup reporting (2025–2026); Manila Times coverage of ube as "the next matcha" (July 2026).