[In This Economy] Ubenomics: Kaya ba nating masabayan ang ube craze?

The Philippines is experiencing an unprecedented surge in global demand for ube, a vibrant purple yam. Recent reports indicate that ube exports exceeded $3 million in 2025, more than double the previous year's figures.

Understanding the Ube Craze

This growing craze has been likened to the earlier boom of matcha, with international markets in the US, UK, and Japan eager to embrace ube-flavored products. However, the celebrity chef Erwan Heussaff has raised concerns about the tightening supply and alleged corruption affecting local production.

The issue is not a mysterious shortage; it’s a straightforward supply and demand problem.

Erwan Heussaff, Celebrity Chef

• Rising export demand for ube
• Concerns over supply chain issues
• Potential competition from Vietnam

The time it takes to cultivate ube—around 8 to 10 months—poses a challenge for farmers to quickly respond to sudden international trends. As demand surges, prices naturally increase, signaling scarcity.

While rising prices can benefit sellers, most of the financial gain is intercepted by middlemen, leaving local farmers with minimal returns. For many, ube is a secondary crop, significantly less lucrative than traditional cash crops like rice and sugarcane.

In 2025, ube production saw a decline of 6.7% due to reduced planting areas. This situation underscores the need for more robust agricultural support from the Department of Agriculture, which currently prioritizes rice over minor crops like ube.

Navigating the Competitive Landscape

The Philippines faces increasing competition, notably from Vietnam, which is preparing to export its version of ube, known as Ben Ke. Should Vietnam secure geographical indication protection, it may impact the uniqueness of Philippine ube.

To capitalize on the ube craze, the Philippines must strengthen its global value chain, focusing not only on raw ube but also on high-value processed products such as ube paste and powder.

Research and development play a crucial role. Efforts are underway to produce improved varieties of ube and explore innovative cultivation techniques, though these initiatives require time and investment.

Senator Kiko Pangilinan has proposed increased funding for ube development in 2027, recognizing the need for governmental support. However, the private sector must also play a significant role in ensuring the industry's growth.

Securing geographical indication approval for Philippine ube is essential to protect its identity and value in the global market. Without this, the risk of losing the cultural and economic benefits of ube to competitors is significant.

The ube craze may not last forever, and the Philippines must act quickly to establish itself as a leader in the global ube market. Otherwise, it may end up with a story all too familiar: a cherished cultural product gaining fame abroad while profits slip away.