Paul Hollywood was branded "rude" as he blundered his way through Japan for his new food show making a series of cultural faux pas.
The Great British Bake Off judge fronts new Channel 4 series Paul Hollywood Eats Japan, in which he travels the country exploring its cuisine.
Hollywood, 54, declared in the first episode: "Japan does make me nervous because it's all rice and noodles, isn't it? They don't do bread, they don't do cakes!"
The professional baker then expressed surprise when confronted with a Japanses bakery, saying he assumed the country was a "rice-based culture".
Paul Hollywood, Great British Bake Off winner Frances Quinn, Mary Berry,Chef Michel Roux, Jr, Masterchef winner Natalie Coleman and Janet Street-Porter (l to r) at the opening of the BBC Good Food Show London at the London Olympia exhibition centre, London.
Winner of the Best Challenge Show Award, Paul Hollywood (centre) of The Great British Bake Off in the press room during the National Television Awards at London's O2 Arena.
THE GREAT AMERICAN BAKING SHOW - "Semi-Final and Final" - This week, the judges present the four remaining bakers with their toughest challenges yet. With the bakers hoping to wow Paul and Sherry with their culinary creations, it's a showdown of sugar and spice as only one baker can be named "America's Best Amateur Baker" on "The Great American Baking Show: Holiday Edition," THURSDAY, JAN 2 (9:00-11:00 p.m. EST), on ABC. (Mark Bourdillon via Getty Images)
BROTHER ANDREW, PAUL HOLLYWOOD
Paul Hollywood and Mary Berry collect the Factual Entertainment Award for Great British Bake Off during the 2015 National Television Awards at the O2 Arena, London.
Embargoed to 0001 Tuesday August 22 Richard Bacon (right) with judges and presenters for The Great British Bake Off (left to right) Sandi Toksvig, Noel Fielding, Prue Leith and Paul Hollywood at Channel 4 studios in central London.
Great British Bake Off judge Paul Hollywood during the opening day of the Chatsworth Country Fair at Chatsworth House near Bakewell.
File photo dated 21/1/2015 Paul Hollywood and then wife Alexandra. The Great British Bake Off star is set for a courtroom battle with his estranged wife over the details of their divorce later this month.
Mel Giedroyc, Paul Hollywood, Sue Perkins and Mary Berry with the Best Features Award for The Great British Bake Off, at the Arqiva British Academy Television Awards 2013 at the Royal Festival Hall, London. (Photo by Ian West/PA Images via Getty Images)
LONDON, ENGLAND - JANUARY 20: Paul Hollywood of the Bake Off receives the award for Best Challenge Show at the 21st National Television Awards at The O2 Arena on January 20, 2016 in London, England. (Photo by Tristan Fewings/Getty Images)
THE GREAT AMERICAN BAKING SHOW: HOLIDAY EDITION - Back for a fourth season on The Walt Disney Television via Getty Images Television Network, "The Great American Baking Show: Holiday Edition," based on the hit U.K. series "The Great British Bake Off," returns THURSDAY, DEC. 6 (9:00 - 11:00 p.m. EST). (Mark Bourdillion/Walt Disney Television via Getty Images)
ANTHONY "SPICE" ADAMS, PAUL HOLLYWOOD, EMMA BUNTON, SHERRY YARD
Discover More Like This
BACK TO SLIDE
After going to buy tinned bread, Hollywood attempted to open it and eat it right away, before being warned by his guide, Kilara, of yet another cultural gaffe.
He admitted: "There's another little etiquette slap for me. Apparently, you can't eat food on the street, on the metro, while you're driving."
Kilara took the presenter to task as she introduced him to a traditional meal.
She told Hollywood: "Please stop pointing with chopsticks. It's rude. It's childish. You're like a five-year-old kid."
At another point in the show Hollywood challenged a Michelin-starred ramen chef to try a Pot Noodle – a British junk food made with instant noodles.
Meanwhile, The Great British Bake Off star has revealed he has run out of flour during the coronavirus lockdown.
Hollywood said: "I've been doing a lot of baking since the lockdown and I've really enjoyed it.
"Flour is the issue though – I've got baking powder, which I was given by a neighbour, but I must admit I haven't got any plain flour! One of my favourite things to bake at the moment is banana bread. I haven't made it for about 12 years, when I used to supply it to hotels, but I had to do it with strong flour, which is all I had."
Paul Hollywood Eats Japan continues on Channel 4 on Tuesdays at 9pm.