Chinese TV star Huang Lei - with a social media following of 20 million - is using his status to urge visitors from his homeland to stay safe on New Zealand roads.
He fronts a new five-minute Tourism New Zealand video, shot beside State Highway One on the Kaikoura coast,in which he says New Zealand is his and his family's favourite destination but that special care is needed to cope with our challenging driving conditions.
The video was made with Air New Zealand, which will screen it on international flights from November.
Lei, who is also a singer, director, screenwriter and university teacher, is the star of China's top "reality" show,
Tourism NZ chief Kevin Bowler says a teaser for a segment of the show, which was filmed while Lei's family was in New Zealand, has already had almost 1.6 million views.
"Huang Lei's commitment to his family's safety meant he was happy to deliver our key messages ... that while self-driving is a great way to see New Zealand, driving here is very different to China and visitors should consider carefully if it's the right choice for them," Mr Bowler said.
Among messages highlighted by Lei, who begins the Mandarin-language video with the greeting "Kia ora", are the need to keep left and to pull off the road completely before stopping to take photos.
He also urges fans to note New Zealand roads often have no median barrier or breakdown shoulder, unlike highways in China.
The video comes as the Transport Agency appeals to Kiwis to stop blaming foreign drivers for accidents, and follows a slight reduction in the number of foreign drivers involved in crashes.
