The newly released Chinese film Once Upon a Time in the Middle East has stirred the summer box office since opening nationwide on Tuesday, following three days of advance screenings, leaving audiences hungry for more than just a movie.
China's summer box office revenues had surpassed 9.2 billion yuan (about 1.36 billion U.S. dollars) by Thursday. Once Upon a Time in the Middle East has already earned over 400 million yuan (around 59.3 million U.S. dollars) in less than three days, offering a heartfelt take on war, peace, and human kindness through the unlikely lens of food.
Rather than relying on grand battle scenes, the film is set almost entirely in a small Chinese restaurant in war-torn Iraq in 2003. Played by Shen Teng, Xu Fu is a chef looking to make a living abroad and find a quiet life. But when war suddenly erupts, he and restaurant manager Ma Junsheng, played by Jiang Qiming, choose to keep the kitchen running, serving authentic Chinese dishes and creating a safe haven for local civilians and children amid the chaos.
With its unique mix of anti-war themes and delicious-looking Chinese food, the film has made a deep impression on audiences.
"The way the director filmed the food was truly skillful. I was watching and felt hungry," said one moviegoer.
A number of restaurants are partnering with the movie, launching special crossover menus inspired by dishes in the film and boosting their own business in the process.
"I saw the burgers in the movie, and they looked so appetizing. I looked it up online and found a restaurant nearby offering the same 'Xu Fu Burger' from the movie, so I had to come try it," said a restaurant customer.
"I haven't had the chance to see the movie yet, but I already tried the burger. It's actually really good," said another customer.
"Many customers come to our shop specifically for the 'Xu Fu Beef Burger' after watching Once Upon a Time in the Middle East. Since the movie's official release, our store's average sales of this burger have increased by about 40 percent compared to the preview period," said Wang Chen, Tastien Chinese Burger store operations manager.
The Tastien restaurant chain has also rolled out film-themed merchandise and combo meals. One new merchandise item available through online delivery platforms sold more than half its initial stock in just three days.
The excitement for the movie is extending far beyond the big screen, as moviegoers look to extend their experience of a film beyond the cinema and into everyday life.
Hit film sparks food craze in China
