Ube is often called "the new matcha": the next natural trend colour, the next cafe drink. But is that true? Is the purple yam really the new matcha – or a trend in its own right that only works in a similar way? We compare ube and matcha (often searched as "matcha vs. ube") along taste, colour, caffeine, nutrition and trend potential. We only give figures with a source; the source list is at the end. (If you do not know ube yet, the best place to start is "What is ube?".)
Contents
Ube and Matcha at a Glance
At first glance ube and matcha seem related: both are naturally and vividly coloured, both stand for "mindful indulgence", and both go viral on social media. Yet in almost every concrete attribute they differ clearly.
| Attribute | Ube | Matcha |
|---|---|---|
| Origin | Philippines | Japan |
| Plant | purple yam root (Dioscorea alata) | finely ground green-tea leaves |
| Colour | naturally purple from anthocyanins | naturally green from chlorophyll |
| Taste | mildly sweet, vanilla-nutty | grassy, vegetal, umami |
| Caffeine | no caffeine | contains caffeine |
| Preparation | powder in milk / baking / pureeing | whisked with water or milk |
| Typical products | ice cream, latte, cookies, chocolate, cake | latte, tea, ice cream, pastries |
| Price / availability | still niche, fast-growing | widely available, established |
| Trend status | on the rise (2026) | established, still strong |
Taste: The Biggest Difference
The most important difference is on the tongue. Ube tastes mildly sweet, vanilla-like and slightly nutty - often described as a cross between white chocolate, vanilla, pistachio and coconut. This flavour has broad appeal: it barely polarises and works across all age groups, from children to indulgence-minded adults.
Matcha is the flavour opposite. High-quality matcha tastes grassy, vegetal and umami, with a characteristic fine bitterness. It is exactly that bitterness that one half loves and the other rejects - matcha is a classic "love-it-or-hate-it" flavour. For retail this means ube has the lower barrier to entry, while matcha appeals to a loyal but more selective following.
Colour & Social Media
This is where ube and matcha are most alike: both deliver a natural, photogenic colour – an advantage on Instagram and TikTok. Matcha has its rich green from chlorophyll, ube its deep purple from anthocyanins. In both cases the colour is genuine, not artificially produced.
The difference: matcha green has been an established trend colour for years, whereas ube purple still feels new and surprising in Germany. That novelty is what makes ube interesting for cafes and retail. There are no reliable reach figures for individual colours, and hashtag counts fluctuate widely – so we deliberately leave such numbers out.
Caffeine: Without vs. With
One point that is often overlooked: ube contains no caffeine. The USDA nutrient database lists 0 mg caffeine for raw yam [1]. An ube latte therefore suits any time of day.
Matcha is ground green tea and contains caffeine – a review reports 18.9 to 44.4 mg per gram of powder depending on the sample [2]; the value depends heavily on variety and quality. It also contains the amino acid L-theanine. So the two serve different occasions: for many people matcha is the morning drink, ube the treat in the afternoon or evening. For that reason alone ube is not a one-to-one replacement for matcha but fills a gap of its own.
Nutrition Compared
Ube and matcha are consumed very differently: ube as a tuber in larger quantities, matcha as a powder in a few grams per cup. A direct comparison per 100 g is therefore of limited value. Here are the raw ingredients at a glance:
Ube: raw tuber
For raw yam (Dioscorea, all varieties) the USDA database lists per 100 g [1]:
| Nutrient (per 100 g, raw) | Value |
|---|---|
| Energy | 118 kcal |
| Carbohydrate | 27.9 g |
| of which sugars | 0.5 g |
| Dietary fibre | 4.1 g |
| Protein | 1.5 g |
| Fat | 0.2 g |
| Potassium | 816 mg |
| Vitamin C | 17.1 mg |
| Caffeine | 0 mg |
The record covers yams in general, not specifically the purple variety. Ube's colour comes from anthocyanins; their content varies so much between studies – by variety, harvest time and method of measurement – that we do not give a single figure.
Matcha: powder
Matcha is finely ground green tea (Camellia sinensis). Typical constituents are catechins (mainly EGCG), the amino acid L-theanine and caffeine (18.9 to 44.4 mg per gram according to a review [2]). Contents depend heavily on cultivation, harvest and quality.
Raw ingredient is not the finished product
All values above refer to the raw tuber and the plain matcha powder. Finished products such as UBE Spread, UBE Chocolate or Mytcha chocolate are sweetened confectionery or spreads with their own recipe – sugar, fat and energy differ markedly from the raw ingredient. Only the nutrition information on the respective label applies.
Is Ube the New Matcha? Our Verdict
The honest answer is: partly yes, partly no - and that is precisely the point.
Yes, ube inherits the aesthetic role of matcha: a natural, photogenic colour for drinks and desserts that is now getting the attention matcha enjoyed for years.
No, ube does not replace matcha in substance. It contains no caffeine, tastes completely different and serves different occasions. Matcha remains the caffeinated tea ritual with its own loyal following. Instead of displacement, we see coexistence - two trends that meet different needs.
For retail, that is exactly the opportunity: ube is the chance to list an emerging trend early, without having to give up the established matcha business. Anyone who carries both covers the "awake" as well as the "indulgent" side of the trend.
Both trends in your range
The good news for buyers: at VOVAN Global you do not have to choose. We offer both UBE - The Purple Wonder (including UBE Spread and UBE Chocolate) and our matcha-chocolate own brand Mytcha - ideal cross-listing potential to put the new purple wave and the proven matcha indulgence on one shelf.
For retailers and food service: samples and trade terms are available on request – just send us a short message via the contact form (subject "Request a sample kit").
Discover UBE - The Purple Wonder → Register as a Retailer Request samples
FAQ: Ube vs. Matcha
Is ube the new matcha?
Ube mainly inherits matcha's aesthetic role: a natural, eye-catching colour for drinks and desserts. In substance, however, ube does not replace matcha, because ube contains no caffeine and tastes completely different. Ube is better understood as a trend in its own right than as a matcha substitute.
Does ube taste like matcha?
No. Ube tastes mildly sweet, vanilla-like and slightly nutty, and rarely polarises. Matcha tastes grassy, vegetal and umami – a flavour that is deliberately loved or rejected. In terms of taste, the two are almost opposites.
Does ube have caffeine?
No. Ube is a yam (Dioscorea alata) and contains no caffeine; the USDA nutrient database lists 0 mg caffeine for raw yam. Matcha is ground green tea and does contain caffeine – a review reports 18.9 to 44.4 mg per gram of powder.
What is in ube and in matcha?
According to USDA FoodData Central, raw yam (Dioscorea) provides per 100 g about 118 kcal, 27.9 g carbohydrate, 4.1 g dietary fibre, 816 mg potassium and 17.1 mg vitamin C. Ube's purple colour comes from anthocyanins, whose content varies widely by variety. Matcha powder contains catechins (e.g. EGCG), the amino acid L-theanine and caffeine. These values apply to the raw ingredients, not to sweetened finished products such as chocolate or spreads – for those, the label is what counts.
Will ube replace matcha?
Probably not entirely. Matcha is established as a caffeinated tea ritual and serves different occasions. Ube grows in parallel as a new trend colour and dessert ingredient. For retail this means cross-listing rather than displacement: both trends can coexist.
Matcha or ube – what should retailers list?
Ideally both. Matcha is an established item with stable demand, ube a new flavour and colour world. Cross-listing green and purple appeals to different groups of shoppers.
Sources
- U.S. Department of Agriculture, Agricultural Research Service: FoodData Central, SR Legacy, "Yam, raw" (Dioscorea spp.), FDC ID 170071. fdc.nal.usda.gov/food-details/170071 – accessed 13 October 2026.
- Kochman, J.; Jakubczyk, K.; Antoniewicz, J.; Mruk, H.; Janda, K.: Health Benefits and Chemical Composition of Matcha Green Tea: A Review. Molecules 26 (2021), no. 1, art. 85. doi.org/10.3390/molecules26010085 – accessed 13 October 2026.
Note: this article describes the taste, origin and composition of the raw ingredients. It makes no health claims about VOVAN Global products.