Bradley, on a CIPR-related trip, was bemused upon landing in Shanghai to be greeted by a 200-strong horde of teens awaiting his arrival.
'Tony! Tony! Tony!' came the chants from the screaming throng. There were banners, too - 'Welcome Wonderful Tony,' proclaimed one; 'Mary Me Tony' another. But Diary's favourite were the T-shirts emblazoned with 'Welcome Beautiful Tony'.
The UK trade body supremo was utterly baffled of course to receive such adoration in the world's fastest- growing economy.
As it transpired, Tony An, a hugely popular Korean pop star, was on a visit to the country - and was behind the CIPR president coming off the flight. 'I thought I'd entered a parallel universe when I saw what seemed to be my welcoming party,' says the crestfallen Bradley.
The CIPR has denied rumours that he now demands a similar reception each time he visits St James's Square.