Since the dawn of Instagram, hashtags, Buenos Aires-filtered and maxed-out saturation on newest Starbucks frozen hidden-menu drinks have come back from the dead. It’s not a Unicorn Frappuccino anymore amid One Direction dating scandals and galaxy-printed Vans. It’s a sweet purple root with a deeper connection to the planet and its native culture than a pretty drink: ube.
For the current generation of engagement hungry social media users, natural alternatives with natural vibrance have taken over our homepages: matcha, butterfly pea tea and ube.
What is Ube?
Ube (OO-beh), scientific name Dioscorea alata, is a purple yam native to the Philippines and other parts of Southeast Asia. It’s been a popular part of Filipino cuisine for centuries, mainly in desserts because of its earthy, nutty and sweet flavor.
“Ube” is Tagalog for “purple yam.”
The ‘Oob-Session’ (Sorry) and the Costs of High Demand
It’s because of its sweetness that led to an explosion in any ube-related sweets: lattes, cakes and ice creams. Businesses like Starbucks started to profit from the ube wave, combining flavors and desserts with the ube color and taste. In 2025, Starbucks introduced limited-time offerings of Ube Iced Coconut Latte and Ube Espresso Martini and later expanded its 2026 spring lineup to include an Ube Matcha Latte and Ube Vanilla Macchiato.
This isn’t the first time ube made waves online for its color and taste. Back in 2016, Instagram saw a spike in food featuring the tuberous root in a variety of desserts. Business Insider reported on ube lava cakes, donuts and more from cafés and other businesses from New York to Seoul!
Datassential reports a 231% increase in ube menu growth in only four years, nearly doubling since 2021.
Many users and creators have commented on the mass consumption of ube hasn’t brought net positives. The risk of ube shortages in the Philippines and other countries known for ube production have only grown since the ube trend resurgence.
According to Rolling Stone Philippines, the Philippine Statistics Authority reported that ube exports have quadrupled since 2024, with other countries in Asia increasing production to meet demand, including Vietnam and China.
Farmers in both the Philippines and Vietnam are further pressured by the growth time for ube, which takes a lengthy 10 to 11 months before harvest. This isn’t considering typhoon season and risk of other natural disasters.
The economic growth shows promise for farmers, but the weight that comes with massive ube shipments to countries like the U.S. can mean more strain on farmers and producers.
Whitewashing & the ‘Oob’ Incident
With another wave of popularity for its flavor and color, controversy surrounding ube’s product saturation has been a large point of conversation on and off social media.
Much like past micro trends online, those with historic cultural ties to minority groups are often taken and changed by white creators and celebrities. This sparks debate on whether that culture is appreciated or exploited for profit by white figures.
In March, TikTok user Jazie Deere posted a now-deleted video in her car, talking about one of the newer Starbucks drinks with ube. It seemed like a typical review video, but many were quick to point out her pronunciation of ube.
She said “Oob,” not “OO-beh,” and the internet lost it.
Many found it funny, while others took offense.
“If you’re gonna [expletive] gentrify our drink…this commodity, at least say it properly!”
-@dom_skii on TikTok
Some users found it to be a sign of progress, showing how a lot of white Americans are getting better about pronouncing words from other languages: Phở as a recent example.
Matcha: Ube’s Green Cousin Twice Removed
Matcha received similar treatment. The light green color and deep earthy, grassy taste is most recently synonymous with the performative male pandemic, but that’s another conversation.
Matcha holds deep cultural roots in its home country Japan. The Japanese tea ceremony (茶道, sadō or chadō, “the way of tea” or 茶の湯, chanoyu) is a mindfulness and harmony Buddhist practice of preparing, serving and drinking matcha, a powdered green tea. The historic ceremony was only for elite monks and noble warlords.
The ceremony practices honoring the natural beauty of tea in a flawed world. This is a chance to also enjoy the hospitality of the host in an atmosphere different from everyday life.
Since the first viral moment with the concentrated and caffeinated tea, farmers in Japan have faced a similar fate to ube farmers, with market demand and increased imports putting a strain on crops and workers. Matcha shortages have been a topic of discussion for years now.
Matcha pairs well with ube because of their similar flavor profile, and the pair has a following of its own.
Enjoy Your Lattes but Know Your History!
Matcha, like ube, morphed into a status symbol for aesthetic consumption, especially in the global west. Outside of the memes, jokes and mispronunciations, both matcha and ube are commodities, but also hold years of historic and cultural significance to Southeast Asia.
This isn’t to say no one outside of the Philippines, Japan or Vietnam can enjoy a matcha or ube or matcha ube latte.
It’s important to not blindly consume the latest trends online. Researching and learning about the historic and cultural significance of goods like ube and matcha can serve a larger method: support smaller businesses using ube and matcha products with respect.
Also, don’t call it “Oob.” Like, ever.
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