From April 14 to 15, the coastal city of Xiamen, Fujian province, hosted the immersive gastronomical event "Flavors Journey — Once Upon a Bite | Tasting Xiamen, Encountering the Nanyang" with help from the People's Government of Siming district and organized by Tencent Video, DOClabs Beijing, and Cheuk Yuet · Queen, a Southeast Asian-style restaurant in Xiamen. Centered around spices and cultural cuisines, the event offered a multisensory experience blending tourism with product innovation.
The event marked a new chapter for the acclaimed food documentary series Once Upon a Bite, which has explored Chinese cuisine through a global lens for five seasons over eight years. The latest season focuses on the cultural and historical significance of spices. With its rich maritime heritage and deep Southeast Asian influences, Xiamen — a key port on the ancient Maritime Silk Road — provided an ideal setting.
Participants delved into Xiamen's local culture through immersive food tours at iconic sites such as Ba Shi (the eighth market) and Zhongshan Road. At 15 food stalls, guests sampled traditional snacks, watched live cooking demonstrations, and listened to vendors recount the stories behind their dishes. The experience was further enriched by performances including hand puppetry and nanyin music (an old folk music style popular in Fujian), offering a glimpse into the region's intangible cultural heritage.
A cultural dialogue on April 15 themed "The Spice Route of Once Upon a Bite: Taste Memory and Cultural Heritage" brought together director Chen Xiaoqing, producer Zhu Lexian, culinary adviser Lin Weihui, and scholar Peng Jun.
The speakers explored the role of spices in trade, cultural identity and culinary storytelling. Chen highlighted how spices have shaped global trade and artistic expression, while Zhu noted their value in interpreting Xiamen's transformation. Lin emphasized how food reflects migration patterns, and Peng spoke of the warmth and inclusiveness embedded in Xiamen's multicultural cuisine.
Zhu also introduced Tencent Video's strategy of building an "IP ecosystem" through co-creation and experiential extensions. A key outcome was the unveiling of co-branded products developed with Cheuk Yuet · Queen, including peanut cakes inspired by turtle motifs and sambal chili sauces — drawing from the new season's spice themes and blending Nanyang and Minnan flavors.
Cheuk Yuet · Queen also presented a themed dinner menu based on the show's seven signature spices and the Minnan nursery rhyme Wei Lu Ge. Dishes such as Malaysian curry pork and tomato essence fish reflected both culinary innovation and the emotional warmth of family gatherings.
