Color-First Consumption: visual appeal becomes the primary driver of food trends Color becomes the product The rise of ube (purple yam) across Korea’s food scene signals a shift where color is no longer a secondary attribute—it is the core product strategy. Following the success of matcha’s green aesthetic, ube introduces a bold purple identity that is instantly recognizable, highly photogenic, and emotionally engaging. Emotionally, this trend is driven by novelty, playfulnes