HOSPITALITY WATCH PH

Ube, the purple yam native to the Philippines, is no longer just a nostalgic ingredient in Filipino desserts. In 2026 it has become a global star across cafés, bakeries and social‑media feeds. Longtime matcha drinkers are now sampling ube lattes, while big brands experiment with everything from ube cocktails to ube‑cheese pies. Some trend watchers call it the “new matcha” , but is that comparison fair? This feature explores how ube rose to prominence, its parallels with m