Police in Cape Town are searching for a London food and drink blogger, Wilkes McDermid, who has gone missing during a trip to South Africa over Christmas.
Local officers told Channel 4 News McDermid was last seen at the V and A Waterfront Hotel in the city on Boxing Day.
Chelsea-based Mr McDermid is a computer programmer and foodie, running a blog and twitter dedicated to reviewing London local restaurants and bars, called Wilkes888.
Friends have been tweeting with the hashtag #findWilkes, and many London bars and restaurants have also pledged to support the search for the food critic.
A Foreign Office spokesman said they were aware of a missing British citizen and were providing consular assistance to Mr McDermid's family and Cape Town police.
Friend Bernard Gutman told South African media: "I haven’t heard anything from him. He hasn’t updated Twitter and there’s nothing on Facebook.
“Police in the UK went round to his flat and nobody had been there… He’s been gone for a week already, it’s so frustrating that we can’t find him. Anything could’ve happened to him.”
Mr McDermid checked out of his hotel at 2pm on Wednesday and was seen at 7.25pm leaving the Bascule Whisky Bar at the Cape Grace Hotel at the Waterfront. Police are reviewing CCTV footage.