Thai TV Show Challenges Chefs to Cook With Less Seasoning

Known as the "King of Food Content," Kitikorn Penroajn, CEO of Helicopnia H Group, has launched "Taste for Money," a new project partnering the Thai Health Promotion Foundation and Channel 7HD. The show sets an extreme challenge for chefs to minimize seasoning use while drawing out authentic flavors from raw ingredients, incorporating practical healthy cooking techniques. Kitikorn believes this is Thailand's first such program—and possibly the world's first—where chefs cook with the absolute minimum seasoning in exchange for prize money while promoting viewer health.

The concept emerged from discussions with health authorities who wanted a program that educates viewers about nutrition, since most modern health problems stem from diet. Excessive seasoning can harm the body, so the show demonstrates that reducing seasoning actually allows food's natural flavors to shine and marks the beginning of better health. The challenge excites chefs who normally rely heavily on seasonings; now they must find alternative techniques, such as using naturally sweet vegetables instead of sugar, or seaweed to enhance umami instead of fish sauce.

When chefs learned the rules, some initially worried, but the 50,000-baht prize motivated them. However, Kitikorn noted he sells additional seasoning in the show at premium prices—up to 15,000 baht per item—yet competitors work hard to avoid buying it, extracting maximum flavor from ingredients alone. He confirmed that bland or lightly seasoned food can taste excellent when chefs master flavor balance. Each 20-episode season features different health-focused themes, such as dishes for those at risk of diabetes, obesity, or high blood pressure. Judging focuses solely on taste, since seasoning quantities are pre-set; any additional seasoning must be purchased. The competitors are well-known chefs from MasterChef, Top Chef, and other popular Thai cooking shows.