The American-born Chinese chef was invited to represent the campaign in recognition of his work in the UK, where he first appeared on television in 1984 with the BBC’s Cooking with a Hot Wok series.
He then released a book on Chinese cuisine to accompany the show, which sold over 1.5m copies worldwide. Since then, he has launched his own wok brand, which is distributed in 59 countries.
“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,” he said.
The GREAT Britain campaign is a collaboration between UK Trade and Investment, VisitBritain, the British Council and the Foreign and Commonwealth Office (FCO). It aims to deliver a long-term increase in trade, tourism, education and inward investment in support of the UK’s economy.