Chinese celebrity chef Jereme Leung has been signed up to oversee dining options and menus for MSC Cruises’ new cruise operation in China, the company said in a statement.

"Hong Kong-born Leung is renowned as one of the world’s finest Asian cooks, and is famed for his pioneering style which unites modern Chinese cuisine with traditional provincial food," MSC Cruises said.

His new role, announced at a press conference in Beijing, is one of a number of initiatives planned for the upcoming joint venture between MSC Cruises and China’s leading tour operation CAISSA Touristic Group. As announced in September, the deal will see MSC Lirica based in Shanghai from May 2016 to serve the Chinese home market.

Also announced was the introduction of new ‘Cruise Ambassadors’ – staff dedicated to ensuring that Chinese guests unfamiliar with cruise make the most of the facilities onboard They will chaperone their guests at all key moments, acting as social host, fixer, guide and information point as required.