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The Philippines generated $3.06 million in ube and ube-based product exports in 2025 driven by rising international demand for authentic Asian flavors, natural food colorants, and diverse food applications
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Ube – purple yam (Dioscorea alata) – is a root crop that is commonly made into a jam
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Preliminary data indicate steady growth in processed forms of the crop
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Industry monitoring also indicates strong interest from foreign manufacturers in incorporating ube into ice cream, baked goods, confectionery, specialty beverages, and ready-to-eat desserts
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Trade Secretary Ma. Cristina Roque said the growing adoption of ube abroad opens opportunities for exporters to enter higher-value segments
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The Export Marketing Bureau is providing exporters with trade promotion assistance, market intelligence, and capacity-building programs to help them access and expand in external markets
The Philippines generated $3.06 million in ube and ube-based product exports in 2025 driven by rising international demand for authentic Asian flavors, natural food colorants, and diverse food applications, according to the Department of Trade and Industry (DTI).
Ube (Dioscorea alata) – purple yam in English, and known as ubi, kinampay, kabus-ok, tamisam, binanag, binato in different parts of the country – is a local crop traditionally cooked into a jam known as halaya.
The demand growth highlights the crop’s transition from a local staple to a premium export ingredient in key markets, including the Middle East, the United States, the United Kingdom, and Italy, DTI said in a statement.
Preliminary data indicate steady growth in processed forms of the crop, including ube powder, puree, halaya, and flavor extracts.
Industry monitoring also indicates strong interest from foreign manufacturers in incorporating ube into ice cream, baked goods, confectionery, specialty beverages, and ready-to-eat desserts, DTI noted.
Further, a report from market intelligence firm Mintel’s Global New Products Database (GNPD) recorded 359 product launches worldwide featuring ube across various markets.
DTI said while the country accounts for the largest share — primarily in cakes, pastries, sweet goods, and dairy-based products such as ice cream and frozen yogurt — new product development continues to gain ground overseas.
Japan, China, and the United States have emerged as key innovation markets. In Japan, ube appears in chilled and shelf-stable desserts; in China, in cakes, pastries, malt and hot beverages; and in the United States, in dairy-based ice cream, frozen yogurt, sweet biscuits, and cookies.
Trade secretary Ma. Cristina Roque said the growing adoption of ube abroad opens opportunities for exporters to enter higher-value segments and demonstrates the country’s ability to turn a traditional agricultural product into a competitive value-added export.
“Behind every ube product enjoyed overseas are Filipino farmers and MSMEs [micro, small, and medium enterprises] whose dedication sustains their families and rural communities. That is why we continue to strengthen support for the sector by improving quality standards and reinforcing supply chains, so Philippine ube can compete confidently and sustainably in international markets,” Roque said.
In line with this, the DTI, through the Export Marketing Bureau, is providing exporters with trade promotion assistance, market intelligence, and capacity-building programs to help them access and expand in external markets.
READ: DA sets up help desk for agri goods exporters
Raw ube sold at a fair during the 25th Ubi Festival in Bohol in December 2025. The long-running annual celebration highlights the root crop as an important heritage food and livelihood source for the province. Photo from the Bohol provincial government
