Eating insects is an ancient custom in various Chinese cuisines, but the modern issue of soaring rent has led to a revival of dining on silkworms in Wuzhen.

Qian Linqiang and his wife, Ni Xingfen, once made a fortune running a small restaurant in the touristy town in Zhejiang province. But 30 percent year-on-year tourism growth since 2009 has pushed up property values.

Their business faltered. They didn't offer picture-perfect "food porn" but rather "authentic rustic" fare.