Catering tycoon Zhou Weidong is reborn back to 1992, with his family stripped bare and burdened by debt. Seizing the opportunities of the era, he starts out with crayfish that no one is optimistic about, making a name for himself by relying on the thirteen-spice secret recipe and advanced marketing methods. He builds a processing factory, sets up a cooperative, breaks through foreign capital suppression, and fights his way up from a street vendor to create a crayfish business empire renowned both at home and abroad.