BIZ BUZZ: Ube: PH’s next export star

Known for its coconuts and bananas, the Philippines has long relied on agricultural mainstays. But in the search for a new export star, trade officials may not need to look far.

Ube, the purple yam and its processed forms, generated $3.06 billion in export receipts in 2025, buoyed by surging global demand for natural food colorants, Asian flavors and versatile food applications.

Also, the Philippines led the world in new product launches featuring ube in 2025, totaling 359 globally, according to Mintel’s Global New Products Database.

To be sure, ube exports still trail the Philippines’ top agricultural earners. Coconut oil delivered $2.87 billion in 2025, while bananas totaled $1.68 billion.

But unlike these established exports, ube is expanding into new product categories and markets.

In Japan, it is commonly used in chilled and shelf-stable desserts. In China, it appears in cakes, pastries and malt drinks. In the United States, it is found in ice cream, frozen yogurt, cookies and other sweet snacks.

With sustained demand and support for local producers, the once-niche crop could become a more prominent contributor to the country’s agricultural export portfolio.