First: ube belongs to Filipino food culture
Ube is the Filipino name commonly used for purple yam, Dioscorea alata. It has long appeared in Filipino desserts such as ube halaya, ice cream, cakes and breads. Calling it only “the next matcha” misses the people and recipes that gave the ingredient its identity.
How it gained attention in the United States
Filipino and Filipino-American bakeries, dessert shops and restaurants introduced ube to new customers over many years. Its vivid violet colour later made cakes, doughnuts, ice cream and lattes especially easy to share on Instagram and TikTok. The visual hook opened the door; the flavour and versatility helped it stay.
Starbucks did not start ube — it confirmed the scale of the trend
In 2025, Starbucks Reserve featured an Iced Ube Coconut Latte at selected US locations. In spring 2026, Starbucks announced a wider Ube Vanilla platform for European markets, including latte, matcha and Frappuccino-style drinks. That does not make Starbucks the origin of ube. It shows that an ingredient developed and championed by Filipino communities had reached mainstream café menus.
Europe is building its own ube café scene
Independent cafés have also been important. In Paris, Filipino café Kapé opened in 2023 and its ube latte attracted attention well before the largest chains made ube part of broader seasonal campaigns. Similar drinks now appear in specialty cafés, bakeries and dessert concepts across European cities.
Why ube works on a modern menu
- Its purple colour gives a drink a clear visual identity.
- The gentle profile pairs well with coconut, vanilla, strawberry and matcha.
- It can move between lattes, creams, cakes, ice cream and seasonal specials.
- Pure ube itself is naturally caffeine-free, although a finished recipe may include coffee or matcha.
The practical lesson is simple: do not sell colour alone. Use a clearly identified product, explain the Philippine origin and test the final flavour, dose and texture in your real recipe.
What this means for cafés in Tenerife
Ube is still unusual enough to make a menu memorable, but familiar enough that many visitors have already seen it online or in another city. Happy Latte offers 100% Ube for flexible recipes and a separate Ube Latte blend for a creamier, foamier café serve.