Philippines promotes Kinampay ube to Japanese consumers
The Philippine Embassy in Tokyo is spearheading efforts to introduce the premium purple yam, Kinampay ube, as a new agricultural export, building on successful fruit exports.
Campaign targets Japanese market
The Philippine Embassy in Tokyo is actively promoting Kinampay ube, a premium purple yam from Bohol, to Japanese consumers. This initiative was highlighted during the recent 20th anniversary reception for the Philippine-Japan Economic Partnership Agreement (PJEPA) in Tokyo.
The embassy aims for ube to follow the market success of other Philippine agricultural exports, such as bananas, pineapples, mangoes, and avocados, which have become staples in Japanese households. This campaign underscores efforts to diversify the Philippines' agricultural trade with Japan.
Premium yam and industry development
Kinampay ube is a highly valued variety of purple yam, known in Bohol as the "Queen of Philippine Yams" for its distinct fragrance, texture, and natural deep purple colour. Maria Alilia Maghirang, the embassy's Agriculture Attaché, presented the Philippine government's strategy to increase ube production and develop the industry.
She also detailed the yam's nutritional benefits, including dietary fibre, potassium, and antioxidant-rich anthocyanins, which contribute to its vibrant hue and health properties.
Collaborations driving market entry
Market entry efforts include collaborations and specific product innovations. UBE.JP, a Japan-based venture founded by JP Mercado, is actively bringing premium Philippine Kinampay ube to the Japanese market.
At the PJEPA reception, guests sampled a special ube-flavoured gelato, developed through a partnership between UBE.JP and the renowned Roman gelateria Giolitti, prepared by chef Francesco Taglialatela. Mercado emphasised Kinampay ube's unique aromatic and delicate taste, distinguishing it from Japanese purple sweet potato and making it versatile for desserts and confectionery.
Opportunities for Philippine producers
The rising interest in ube among Japanese consumers creates new opportunities for Philippine agricultural producers and food businesses. Its distinctive colour and flavour are already appearing on menus in specialty cafés across Tokyo and Hiroshima, incorporated into various desserts and beverages.
This increasing visibility helps ube move beyond niche markets, suggesting a broader appeal to Japanese consumers. Philippine exporters can expect increased demand as the product gains wider recognition.
This article is journalism, not investment advice; consult a licensed professional before making financial decisions. Market data is indicative, may be delayed, and should be verified with your broker or exchange before use.
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