Ube — a vibrant purple yam indigenous to the Philippines — has been a staple of Filipino cuisine for thousands of years. But only recently has it surged in popularity abroad. It is now appearing as an ingredient and flavouring in desserts, pastries and coffees, from small independent cafés to global chains. BBC reporter Becca Johns explains how social media is helping drive the trend and turning ube into the new matcha. She also discusses the consequences it could have for farmers in the Philippines. We also hear from members of the Filipino diaspora about their concerns, from cultural appropriation to the trivialisation of an important symbol of Filipino culture. Instagram: @bbcwhatintheworld Email: whatintheworld@bbc.co.uk WhatsApp: +44 330 12 33 22 6 Presenter: Hannah Gelbart Producers: Chelsea Coates, William Lee Adams and Ash Mohamed Video producer: Baldeep Chahal Editor: Julia Ross-Roy and Harriet Oliver
