The Philippine ube has become a trend-setting sensation from Los Angeles to London to Seoul, with the humble yam's bright purple hue drawing lines outside coffee shops and bakeries and millions of views on social media. But keeping pace with the international boom has proven tricky for the archipel»»»

Fears that biopiracy might take a chunk out of the market have prompted the Philippines' government to announce a ban on raw ube exports. This photo taken on Oct 1, 2026 shows workers grating purple yam to make ube halaya or purple yam jam at a shop in Manila. (Photo: AFP/Jam Sta Rosa) PADRE GARCIA»»»

Padre Garcia, Philippines: The Philippine ube has become a trend-setting sensation from Los Angeles to London to Seoul, with the humble yam's bright purple hue drawing lines outside coffee shops and bakeries and millions of views on social media. But keeping pace with the international boom has pro»»»