China's taekwondo chief Zhao Lei said he may be more famous in South Korea than in his own country, where the sport is slowly gaining in popularity.

"The Koreans often ask me how China is preparing for the taekwondo competition at the Olympics and why China has been doing so well at their sport in such a short period," the 47-year-old, who serves as the secretary-general of the Chinese Taekwondo Association, told China Daily.

Earlier this month, the World Taekwondo Federation (WTF) announced that Zhao will become one of the 29 referees for the sport during the Beijing Games. This makes him the first taekwondo referee to attend three Olympics. Last week, he was also assigned to be the special assistant to WTF President Dr. Chungwon Choue during the Beijing Games.

Zhao said his role as an ambassador for the sport will help him better improve its prospects in China.

Going global

Zhao's hometown in Shangluo city also happens to be the birthplace of one of the most successful farmer revolts in ancient China. In contrast to this farmer stereotype, the 5-foot-10-inch Zhao comes across as carefully groomed.

"One's choice of ties is more important than one's choice of suits," said Zhao, who chose a light gray suit with an orange tie during the taekwondo pre-Olympic test event in Beijing last month.

"If you want to appear sporty, you should use a larger knot. If you want to be elegant, try a narrow knot."

But no matter how much he likes his own ties, taekwondo's governing body has set clear and firm rules about the what referees can and cannot wear.

After 13 years of being involved in the sport, Zhao has learned to play by the rules.

He forced himself to become fluent in English with the aid of sports university faculty members in Beijing and colleagues at other international federations.