Ken Hom is to become an ambassador for the GREAT Britain campaign to help encourage international visitors.
The celebrity chef is credited with demystifying Chinese cooking when he first introduced it to the UK in 1984 with his BBC television series Cooking with a Hot Wok. The accompanying book sold over 1.5 million copies worldwide.
Hom attended a reception for GREAT ambassadors hosted by the Prime Minister at Downing Street earlier this month.
He said: "I am extremely proud and passionate to be part of such a far-reaching campaign and ready to give it my full support even during my travels to Europe and the Far East. This is also my way of giving back something to the UK, a country which ‘adopted' me long ago and where I have always felt most at home when celebrating Chinese New Year."
The GREAT Britain campaign is credited with delivering a direct return to the economy of over £1b and is now active in 144 countries.