Ube, a purple yam beverage, is reportedly gaining popularity in cafés and on social media, potentially challenging matcha's status as a color trend. However, it is unclear if ube's rise is limited to the food and beverage industry or if it is also influencing other areas, such as makeup. The trend's scope and impact are still emerging, with some outlets discussing ube in the context of food and drink, while others mention it in relation to beauty and cosmetics.