Somethings up with my iphone 5S?

I was putting a cover onto my new Iphone 5S when it switched off and then switched itself on again, but when it did - the screen was a different menu all together. The phone was bought in Hong Kong - but in a licensed Apple store so the new menu that has popped up is all in Chinese!

I have no idea what's happening or how to switch my phone off, I've seen this happen before to my brothers ipod but his was an intentional jailbreak - I'm so scared I've already ruined it when I only got it yesterday!

Try holding the top of the lock button and home button at the same time until the phone turns off all together. If that does not work, go back to the store you bought it from, the phone should still be under warranty since it's new. Apple gives a 1 year warranty on their product, it should be covered.