What in the World - Is Ube the new matcha?

Ube — a vibrant purple yam indigenous to the Philippines — has been a staple of Filipino cuisine for thousands of years. But only recently has it surged in popularity abroad. It is now appearing as an ingredient and flavouring in desserts, pastries and coffees, from small independent cafés to global chains. BBC reporter Becca Johns explains how social media is helping drive the trend and turning ube into the new matcha. She also discusses the consequences it could have for farmers in the Philippines.

We also hear from members of the Filipino diaspora about their concerns, from cultural appropriation to the trivialisation of an important symbol of Filipino culture.

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Presenter: Hannah Gelbart
Producers: Chelsea Coates, William Lee Adams and Ash Mohamed
Video producer: Baldeep Chahal
Editor: Julia Ross-Roy and Harriet Oliver

Published on Tuesday, 28th April 2026.

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