Philippine Kinampay Ube On The Rise As Japan’s Next Favorite
Philippine Ambassador to Japan Mylene J. Garcia-Albano with the UBE.JP and Giolitti Teams at the PJEPA@20 Reception at the Philippine Ambassador’s Official Residence last September 16.
TOKYO 28 September 2026 — Following the success of Philippine bananas, pineapples, mangoes and avocados, the Philippines is introducing Kinampay ube, with its distinctive flavor and vibrant purple hue, as another agricultural product with strong potential to appeal to Japanese consumers.
The Philippine Embassy in Japan highlighted the growing potential of Kinampay ube during the Philippine-Japan Economic Partnership Agreement (PJEPA) 20th Anniversary Reception held on 16 September 2026 at the Official Residence of the Philippine Ambassador in Tokyo.
The Embassy’s Agriculture Attaché Maria Alilia Maghirang delivered a presentation on the Philippine Government’s efforts to expand ube production and develop the industry. She also highlighted ube’s nutritional qualities and creative applications.
Ube is a source of dietary fiber, potassium and other nutrients, while its naturally occurring anthocyanins give it its characteristic deep violet color and have antioxidant properties. Its fiber and resistant starch content further add to its nutritional value.
Agriculture Attaché Aleli Maghirang briefs guests on Philippine Government efforts to increase ube production and the crop’s health benefits.
Guests at the PJEPA anniversary reception were also able to experience Kinampay ube in a special ube-flavored gelato, created through a collaboration between UBE.JP and renowned Roman gelateria Giolitti and prepared by Chef Francesco Taglialatela. The gelato offered an innovative interpretation of Kinampay ube, combining a distinctly Filipino ingredient with the world-renowned Italian gelato-making tradition.
Mr. JP Mercado, Founder of UBE.JP, a Japan-based initiative that brings premium Philippine Kinampay ube to the Japanese market, shared with guests the distinctive characteristics of Kinampay ube, emphasizing that its flavor is unique from Japanese purple sweet potato. Its naturally rich aroma and delicate, nuanced taste give Kinampay a distinctive culinary identity and make it suitable for a wide range of food applications, particularly in desserts and confectionery.
First photo: UBE.JP founder JP Mercado speaks about kinampay ube, the Queen of Philippine Yams.
Mr. Mercado expressed confidence that Kinampay ube has significant potential to become another Philippine agricultural product embraced by the Japanese market, much like Philippine bananas and pineapples that have become familiar staples in Japanese households. The growing interest in ube among Japanese consumers is already opening opportunities for Philippine producers and food businesses.
Ube is becoming more visible on menus of specialty cafés in Tokyo and Hiroshima, where its distinctive color and flavor are being incorporated into desserts and beverages. These emerging applications provide pathways for ube to move beyond niche markets and reach a broader Japanese consumer base.
Second photo: Giolitti’s kinampay ube gelato by Chef FrancescoTaglialatela
The Embassy’s presentation of Kinampay ube forms part of its continuing efforts to promote Philippine agricultural products and support Filipino producers and exporters in seeking opportunities in the discerning Japanese market. As the Philippines and Japan celebrate 20 years of PJEPA, the Embassy continues to support partnerships that can bring more Philippine products to Japanese consumers and create new avenues for agricultural trade and business cooperation.
