Purple yam desserts known as "ube" are gaining popularity at Tokyo cafes through a variety of cakes, drinks, and breads.
The trend signals a potential shift in the Japanese dessert market, where ube is expected to become a major flavor trend following the success of matcha.
At Cafe MARU in the Shin-Okubo district of Tokyo, the establishment began offering ube-based products in May [1]. The purple yam, native to the Philippines, is being used to create visually striking treats that combine a vibrant color with a mild sweetness.
Staff at Cafe MARU said the decision to source the ingredient came after the store manager noted that ube was becoming popular in South Korea. The cafe's pastry chef then developed the current menu, which staff said features a flavor profile reminiscent of vanilla and toasted notes.
Consumers have responded positively to the rich taste and appearance. One male customer said the flavor is somewhat similar to sweet potato but with a rich sweetness that he enjoys.
Industry observers note that the trend is fueled by the ease of incorporating the yam into various product lines and the visual appeal of the deep purple hue. The popularity of the ingredient in South Korea has acted as a catalyst, pushing the flavor into the Japanese market via the multicultural hub of Shin-Okubo.
“Ube is expected to become a major flavor trend following the success of matcha.”
The rise of ube in Tokyo illustrates the continuing influence of South Korean food trends on Japanese consumer behavior. By leveraging the 'Instagrammable' nature of the vibrant purple yam, cafes are diversifying their offerings beyond traditional Japanese flavors to attract a younger, trend-conscious demographic.
