Actress Yao Chen. [Mao Yanzheng / China Daily]

Ambassador of the event Yao Chen, one of the most popular actresses in China, also attended the launch.

"The organizing committee contacted my husband Cao Yu (a renowned film photographer in China) and asked whether he was interested in becoming the ambassador of the competition. He suggested me instead, because he felt it was right for a 'beautiful person to introduce beautiful China to the world'."

Yao, who was appointed Honorary Patron for China by the United Nations High Commissioner for Refugees in June 2010, said though she is an amateur, photography is deeply embedded in her life.

"I often take photos of my son, or my cat and post them on social media. I'm not familiar with the techniques of photography and don't know much about how to use light and composition of a picture. But sometimes my husband would praise the photos I take, and says he can see the emotions behind the photo, which is much more precious than mastering the techniques," said Yao.

Submissions, which will be collected until Sept 12, will be judged by professional photographers in China as well as members of The Royal Photographic Society of Great Britain. An awards ceremony and exhibition of selected works, which will also be assembled in a bilingual photo book, is scheduled for early November in London. Individual photos and a compilation of selected works will also be auctioned with profits donated to the One Fund, a charitable fund founded by action star Jet Li in 2007.

For more information, visit www.amazingchina.uk.