British celebrity chef/restaurateur Jamie Oliver will be launching into Mainland China with Jamie’s Italian in Shanghai’s new Taikoo Hui mall by the end of the year.

It will be on the ground floor at the mall’s main entrance, to the left of the Swarovski China flagship store. Over two floors, it will cover 500sqm.

Known for his accessible approach to English cooking, Oliver came to prominence in 1999 after the debut of his BBC TV show The Naked Chef, which ran for three seasons and spawned a range of cookbooks.

After rejuvenating British school menus in 2005 with the backing of the UK government, Oliver launched his first Jamie’s Italian in Oxford in 2008. The restaurant has had a presence in Hong Kong since 2014.

Much like the other restaurants in the chain, the Shanghai outlet will offer what the group terms “rustic Italian food made with fresh, seasonal ingredients and a Jamie-style twist”.

Oliver’s Italian franchise has branches in 24 countries, including Singapore, Hong Kong and Thailand.