In gastronomy, spices are more than ingredients — they are storytellers. A dash of cinnamon, a spoonful of chili, a swirl of curry — each holds the power to unlock centuries of trade, tradition and transformation.
The fifth season of the hit food documentary Once Upon a Bite turns its lens toward these "magical keys" of flavor, exploring how spices have journeyed across continents, shaped regional cuisines, and left lasting marks on the global food map.
This season, the series doesn't stop at storytelling — it steps off the screen and into real life.
Launched by Tencent Video and DOClabs Beijing, Once Upon a Bite introduces an immersive offline experience: A Taste of Flavor — Once Upon a Bite | Discovering Xiamen, Encountering Southeast Asia.
Why now? As travel and cultural exchange return post-pandemic, people crave real experiences. This offline journey lets them taste the story and connect more deeply with food and place.
The event debuted in April in Xiamen, a vital node on the historic Maritime Silk Road and a city known for its rich blend of culture and cuisine in Fujian province.
It began in the heart of Xiamen's "eighth market", where 15 local stalls welcomed guests to discover the city's culinary roots.
Among the highlights was satay noodles — a local specialty whose soul lies in a rich broth of ground peanuts, sesame, dried shrimp, coconut, garlic, scallions and a medley of spices. It embodies the fusion of Southeast Asian depth with Minnan (southern Fujian) tradition.
Visitors gathered around tea tables, savoring dishes while watching their preparation up close. Vendors shared stories behind the recipes, and live performances of glove puppetry and Nanyin music added cultural texture to the flavorful journey.
"Spices are not just condiments — they're cultural connectors," says tourism scholar Peng Jun.
"They reflect the warmth and openness of Xiamen as a migrant city and serve as a unique signature of Chinese cuisine in the world.
"Since the Tang Dynasty (618-907), people have come to Xiamen at different times, but finding a taste of home here has never depended on when they arrived.
"The city's rich diversity of spices speaks to its endless possibilities — everyone who comes to Xiamen finds their own unique flavor of the city."
To bring the story full circle, several products featured in the documentary are now available to the public. Cheuk Yuet . Queen, a Southeast Asian-style restaurant in Xiamen has launched the turtle-shaped peanut cake seen in the documentary, and new condiments, including sambal chili sauces made from five regional Chinese chilies and five varieties of tropical-style curry sauces, are now sold online.
"We've always treated Once Upon a Bite as a growing IP," says producer Zhu Lexian. "Expanding beyond the screen is our way of turning stories into experiences — and this is just the beginning."
