Oriental Brewery, the South Korean unit of the world‘s largest brewer Anheuser-Busch InBev, said Monday that Gordon Ramsay will visit Korea to promote its Cass beer.

Ramsay is to arrive at Incheon Airport on Nov. 17 for a four-day trip here.

During his visit, Ramsay will join a meeting with young people around Hongik University, a hip neighborhood frequented by the younger generation, to share his thoughts on food and beer culture here.

Ramsay will also visit the nation‘s largest traditional marketplace, Gwangjang Market in Seoul, to experience local foods and comment on them, Oriental Brewery said.

The British celebrity chef was selected as a brand spokesperson for Cass in September this year and appears in local print advertisements and television commercials.

Oriental Brewery‘s new advertisement featuring Gordon Ramsay has gone viral online, as the British star chef gave high praise for the pale lager brand. Ramsay is best known, however, for his harsh criticism of aspiring chefs and restaurateurs on TV reality shows.

Ramsay has earned a total of 16 Michelin stars across his several restaurants. He is known around the globe for TV series including “Hell’s Kitchen,” “Master Chef” and “Kitchen Nightmares.”

By Shim Woo-hyun (ws@heraldcorp.com)