'What Is This Craze?' As Global Demand Soars, Major Producer Suddenly Halts Exports Amid Domestic Shortage

Fresh Ube Export Ban; Processed and Frozen Products Remain Allowed
"Boosting Domestic Supply Before Expanding Exports"
Concerns Rise Over Raw Material Price Hikes for Global Cafes and Bakeries

The Philippines has imposed a total ban on the export of fresh ube. As global demand for ube, a type of yam with a vivid purple color, has soared—so much so that it is being called the "second matcha"—the Philippines has moved to regulate supply after facing a shortage of seeds for domestic planting.

Ube gained worldwide popularity on social media with its unique color and distinctive flavor. Instagram capture

On the 22nd (local time), the UK's Financial Times (FT) reported that the Philippines, the world's largest producer of ube, has banned the overseas shipment of fresh ube.

Ube is propagated using parts of the existing tuber, which means that exporting fresh products allows other countries to cultivate Philippine varieties. Francisco Tiu Laurel Jr., Secretary of the Department of Agriculture, stated, "We ourselves are facing a severe shortage of planting material," underlining the government's determination to prevent domestic breeds from spreading to overseas competitors.

This measure was implemented as global popularity of ube has outpaced the speed at which production can expand. According to the Philippine Statistics Authority, ube production in the first half of this year was 5,660 tons, up 17% from the same period last year. However, annual production has been declining in the long term—reaching 13,400 tons in 2024, short of the 12,500 ton mark last year.

The photo is not related to the specific content of the article. Pixabay

The Philippine government plans to first increase the supply of seeds and domestic distribution before expanding exports. Secretary Tiu Laurel said, "The popularity of ube is growing faster than our production capacity," and emphasized, "We will strengthen the domestic production base and foster ube as a greater source of export revenue."

The price Filipino farmers receive for ube has more than doubled in recent years, reportedly reaching 100 to 150 pesos per kilogram (about 2,186 to 3,273 won). Ube is primarily cultivated on small-scale farms in the Philippines, but some farmers recently depleted their stockpiles to meet international orders, resulting in a shortage of seed material for future cultivation.

This export ban applies only to fresh ube. It does not affect processed or frozen ube products, which are predominantly used by restaurants in the US and Europe. However, industry players are cautious that a decrease in the supply of fresh ube could lead to an overall increase in prices.

As an indigenous crop in the Philippines, ube has long been used locally in jam, bread, ice cream, and other foods. It is renowned for its subtle sweetness, flavor reminiscent of nuts and vanilla, and its vibrant purple hue.

Ube gained worldwide popularity by attracting attention on social media with its unique color and distinctive flavor. Instagram capture

Initially popular among countries with significant Filipino immigrant communities, ube gained global attention as it became a trend on social media platforms such as Instagram and TikTok. Today, drinks and desserts featuring ube are offered not only in cafes and bakeries in the US and UK but even in Michelin-starred restaurants. Both Starbucks and Costa Coffee have released ube beverages this year.

According to market research firm Datassential, the frequency of ube appearing on menus in the United States—the largest consumer market—has increased more than threefold from 2021 to 2025.

Restaurants abroad are preparing for the possibility that, even if the export of processed and frozen products continues, raw material prices could rise. Nigel Motley, who co-founded the Filipino-style cafe Kapihan in London in 2019, said, "We've seen a significant increase in customers looking for ube menu items recently," adding, "If supplies tighten and prices rise, we will simply have to accept it."

This content was produced with the assistance of AI translation services.