Philippines launches campaign to promote Kinampay ube

The Philippines is promoting Kinampay ube, a premium variety of purple yam, as a new agricultural product with strong potential to appeal to Japanese consumers, according to the Philippine Embassy in Tokyo. Kinampay ube, also known as the "Queen of Philippine Yams," is prized for its rich fragrance, sticky texture, and deep natural purple color.

It is rich in dietary fiber, potassium, and antioxidants, making it a nutritious food choice. The embassy highlighted the growing interest in ube among Japanese consumers, with the product already appearing on menus of specialty cafés in Tokyo and Hiroshima. Ube's distinctive flavor and nutritional benefits have made it a popular ingredient in desserts and confectionery.

Kinampay ube, in particular, offers a unique culinary identity that distinguishes it from Japanese purple sweet potato. Its flavor and aroma, combined with its versatility in various food applications, present opportunities for Philippine producers and food businesses to expand into the Japanese market.