The sword is no longer in fashion: Ube is the new purple hit that is taking the world by storm

If you've been traveling to major European cities lately or following trends on social media, you've probably noticed the unusual purple drinks, cakes, and ice creams that are increasingly appearing in cafes and restaurants. Many are wondering what they are, and the answer is simple – it's ube, an ingredient that is increasingly replacing the once-indisputable matcha.

After years of dominance by green maca lattes, the food world has found a new favorite. Ube has become one of the biggest food trends of 2026, and its distinctive purple color has made it an Instagram and TikTok star.

What exactly is ube?

Ube is a type of purple root vegetable native to the Philippines. Although it is often called purple yam, it is most easily described as a plant similar to a sweet potato or potato, but with an intense purple color and a naturally sweet taste.

It has been used in the Philippines for decades and is an essential ingredient in many traditional desserts. However, it has only become a global phenomenon in recent years thanks to social media and a growing interest in Asian cuisine.

Why is it so popular?

Unlike maca, which has a characteristic herbal and slightly bitter taste, ube is mild, creamy, and naturally sweet. Its flavor is described by many as a combination of vanilla, pistachio, and coconut.

In addition to taste, appearance also plays an important role. Its intense purple hue makes any drink or dessert visually attractive, making it ideal for photos and social media posts.

Where is it used?

Today, ube can be found in numerous products:

- lattes and iced coffees - ice creams - cheesecakes - donuts and pastries - pancakes - creams and spreads

The so-called "ube lattes" are particularly popular, and in many cities they have become as popular as the maca latte used to be.

Will it completely replace the sword?

Probably not. Matcha still has a huge fan base, especially among those who drink it for its antioxidant and caffeine content. However, food trend experts believe that ube will be the highlight of the year and its popularity is only growing.

One thing is for sure – if you soon see an unusual purple drink or dessert in your favorite cafe, there's a good chance you're looking at a new gastronomic hit that's taken the world by storm.