Purple replaces green: Ube emerges as the next matcha in South Korea
The Straits Times
Long a staple in Filipino desserts, ube is a Tagalog word for purple yam. Read more at straitstimes.com.
SEOUL - Matcha, powdered Japanese green tea, dominated cafe menus worldwide for years, appearing in everything from lattes to cakes and ice cream.
Now, a new color is taking over cafe counters and social media feeds: purple.
At the center of the shift is ube, a vivid purple yam traditionally grown in South-east Asia, particularly in the Philippines.
Long a staple in Filipino desserts, ube, a Tagalog word for purple yam, is rapidly gaining popularity in the US and beyond, emerging as one of the latest global food trends.
Major food and beverage brands have already embraced the ingredient.
Starbucks introduced a coconut macchiato featuring ube this spring, while US grocery chain Trader Joe’s sells ube-flavored ice cream.
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