A purple yam from the Philippines gives matcha a run for its money in Japan

Food & BeverageKorea trend hits Tokyo as cafe-goers take to the ingredient's hue, aroma and flavorUbe-based desserts are served at Studio Cafe Maru in Tokyo. Japan's latest food trend is being partly sustained by Instagram appeal and oshi-katsu fan culture. (Photo by Tokuyuki Matsubuchi)MINAMO ITOAugust 30, 2026 16:28 JSTONOMICHI, Japan/TOKYO -- Purple-hued desserts and drinks made with ube, a yam native to the Philippines, are finding prominence on the menus of Japan's cafes. Beyond its eye-catching color, ube appeals with a mild sweetness and vanilla-like aroma, helping it rival matcha in flavor trendiness.