He may not be a household name in New Zealand, but Chinese singer-turned-actor Nicholas Tse is a heartthrob to millions.

Tse has been in New Zealand filming a food/travel show and was joined at the Hawke's Bay farmers market by New Zealand celebrity chef Al Brown.

Tse brought the biggest film crew ever to visit the region and the producers were keen to keep the project under wraps.

The Fox network has reportedly been developing an English version of the show - Tse was schooled in Canada, so he learned to speak English fluently.

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Now in its third season, each episode features a different location and different celebrity guest. This time it is Chinese singing sensation G.E.M, known as the Chinese Taylor Swift.

The pair drove a white Volvo 4WD from Taupo to Hawke's Bay backed up by nearly 100 people.

From Waimarama Beach, where four-footed locals delayed filming, G.E.M posted a picture of herself with kina.

Chef Nic went trout fishing on the Tukituki River with Al Brown, catching several.

It's a marketing coup for New Zealand tourism and Brown says Hawke's Bay is an ideal place to showcase the best of Kiwi kai.

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