{
  "id": 9885214,
  "title": "Is ube the new matcha? How this purple Filipino ingredient is taking over UAE",
  "url": "https://urgent.news/2026/09/26/is-ube-the-new-matcha-how-this-purple-filipino-ingredient-is-taking",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-26T02:18:00.000Z",
  "source": {
    "name": "The National Business",
    "slug": "the-national-business",
    "url": "https://www.thenationalnews.com/lifestyle/food/2026/09/26/is-ube-the-new-matcha-how-this-purple-filipino-ingredient-is-taking-over-uae/"
  },
  "original_language": "en",
  "account": "The viral food trend of ube, a purple yam root vegetable native to the Philippines, is said to be taking over the UAE. Just as matcha has become a popular ingredient in coffee shops and cafes, ube is being incorporated into sweet treats and hot drinks. The vibrant purple color is one reason for its popularity, but it is also appreciated for its velvety texture and sweet flavor. Chefs from Nina's Bakes, Nette, and Jun's have created various ube-infused dishes and drinks, highlighting its versatility and unique taste. Nina's Bakes offers an ube and white chocolate chip cookie, Nette serves an ube matcha drink and a crinkle cookie with coconut cream cheese filling, while Jun's features ube calamansi spritz, a coconut ube pie, Ube Kelvin cake, and ube flan cookies. Chefs believe that ube's popularity is due to its photogenic nature, unique taste, and potential health benefits.",
  "summary": "What goes into the making of a viral food trend? Is it the colour? Texture? Its versatility as an ingredient? Or is it a memorable flavour? And what makes ube , a starchy yam root vegetable native to the Philippines, fit these criteria? Its vibrant purple shade is an obvious reason, but ube's popularity is also owing to its velvety texture and sweet flavour. Much like how matcha has made its way…",
  "key_points": [
    "Ube, a purple yam, is a Filipino ingredient gaining popularity in UAE.",
    "Chefs incorporate ube into sweet treats and hot drinks.",
    "Various UAE restaurants feature ube-infused dishes like cookies, drinks, and cakes."
  ],
  "editors_take": "The rise of ube in the UAE's food scene mirrors matcha's earlier popularity, with chefs leveraging its vibrant color, velvety texture, and sweet flavor to create innovative and photogenic treats.",
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "The National UAE",
        "title": "Is ube the new matcha? How this purple Filipino ingredient is taking over UAE",
        "url": "https://urgent.news/2026/09/26/is-ube-the-new-matcha-how-this-purple-filipino-ingredient-is-taking-9887455",
        "published": "2026-09-26T02:18:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}