Change region format on iPhone 5S - setting not responding?

My iPhone was bought in Hong Kong so some of the settings were in Chinese when I got it but I was able to change the language by going to Settings>General>International>Language. But when I realised the apps were still in Chinese (app store and iTunes store) I tried pushing the region format option which worked for everyone I know who has an iPhone - and it didn't work.

Any ideas?

Its apple - youre ******.

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