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".[Photo provided to chinadaily.com.cn]
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.
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.
The experience was enriched by traditional performances including hand puppetry and nanyinmusic (an old folk music style popular in Fujian).[Photo provided to chinadaily.com.cn]
Chen Xiaoqing, director of the documentary series Once Upon A Bite.[Photo provided to chinadaily.com.cn]
Peanut cakes inspired by turtle motifs.[Photo provided to chinadaily.com.cn]
Co-branded products developed by Once Upon A Biteand Cheuk Yuet · Queen restaurant.[Photo provided to chinadaily.com.cn]
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