Actor Davood Ghadami is to play the new ladies' man in EastEnders, Khoroush 'Kush' Kazemi.
The character will set up in competition to Kat Moon (Jessie Wallace) in the Walford market.
Commenting on his casting, actor Ghadami said: "I'm so excited to be joining the cast of EastEnders as I've been a fan of the show for as long as I can remember.
"It's surreal to get to work with these actors that I've spent so many evenings watching on television!"
Executive producer Dominic Treadwell-Collins added: "Davood's a brilliant actor and a proper gentleman. We've had Kush in our minds for a while now – a new leading man to spice up the market and set some female hearts fluttering.
"And it won't be long before he has one Walford woman firmly in his sights…"