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Purpose Informed by Mihaly Csikszentmihalyi’s systems view of creativity and Chad Borkenhagen’s conceptualization of open source cooking, this study explored how a group of extraordinary pastry chef used Instagram to openly express creativity, disseminate knowledge and reveal culinary secrets. The subsequent impacts of such actions were also assessed. Design/methodology/approach A qualitatively driven mixed-method approach was conducted using a nested mixed-method design. A total of 2,456 Instagram posts were visually analyzed alongside a series of interviews with elite pastry chefs over a two-year period. Findings Analysis distilled three themes that delineated how elite pastry chefs express creativity and share knowledge mindfully, ethically and altruistically on Instagram. The findings also converged to form a new theoretical model, “systems view of culinary creative sharing,” which accounts for the multifaceted considerations of culinary knowledge sharing on social media. Research limitations/implications Findings converged to form a systems view of culinary knowledge sharing. This is peculiarly useful for scholars who are interested in developing a greater understanding about “where and how” creative ideas and knowledge originate, disseminate and receive corroborations in the contemporary digital era. Originality/value This study highlighted that a new praxis of open sharing looms large in the culinary profession. This praxis symbolizes a movement away from the traditional mindset of safeguarding culinary secrets and toward a more transparent and open philosophy toward knowledge sharing in the culinary community.