More than 33.5 million viewers in China tuned into get a glimpse of Hawke's Bay's tourism hotspots, after a TV show starring superstar chef Nicholas Tse went to air across China.

The Taupo and Hawke's Bay regions were showcased to more than 33.5 million viewers in a Chef Nic episode launched this month.

Chinese superstar chef, Nicholas Tse was in New Zealand in November to film the eighth episode of China's most popular food and travel show.

The 50-minute episode featured Tse and celebrity friend, GEM (Gloria Tang) experiencing and tasting regional delights.


Activities included cycling through vineyards, barbecuing, enjoying hangi and local cultural performances, as well as an Art Deco event in Hawke's Bay.

"This is my first time to New Zealand. It's like a wonderland. I feel like a kid running into a candy shop," Tse said.

Guest star GEM became the only Asian artist to feature in the Forbes 30 Under 30 (Music) in 2016. She has a substantial social media following round 24 million on Chinese social media platform, Weibo.

The episode has an estimated advertising value (EAV) of more than $20 million.

Tourism New Zealand said the impact and influence of New Zealand featuring on a show such as Chef Nic was "significant" for the tourism industry.

"China is a hugely valuable visitor market for New Zealand, with Chinese visitors contributing around $1.4 billion to the New Zealand economy each year," Tourism New Zealand's Asia general manager Gregg Wafelbakker said.

"As a trusted and influential icon in China, the audience reach from Chef Nic is huge for our industry. In a matter of days the episode has reached the equivalent of almost seven times the entire population of New Zealand, showing our second-largest market a realistic picture of what a New Zealand holiday could look like – and it looks great."

Tourism New Zealand has partnered with online travel company, Fliggy to promote Chef Nic inspired travel to New Zealand. Chef Nic's full itinerary now also features on

"Hawke's Bay was thrilled to be involved with Tourism New Zealand bringing Chef Nic to our part of the world" Hawke's Bay Tourism general manager Annie Dundas said.

Hawke's Bays' food and wine offering was a perfect match for what Chef Nic wanted to do in New Zealand.

"We are seeing more and more Chinese visitors in Hawke's Bay and we have a wonderful offering when it comes to fresh and good food which is what many Chinese visitors are looking for.

"This show will go a long way to showcasing the very best of Hawke's Bay and we look forward to welcoming more Chinese visitors."