According to Metro, Hasselhoff met factory worker and part-time model Hayley Roberts three months ago in Cardiff Bay, while he was staying in the city to work as a judge on Britain's Got Talent.
Roberts's mother confirmed the relationship, and described the moment when she first welcomed the star to her home in Glynneath, near Swansea. She said: "It was completely surreal. Even now it seems like a bit of a dream."
Hasselhoff has reportedly been spotted in the village's Tesco supermarket and local gym, as well as visiting a nearby restaurant with his 31-year-old girlfriend.
Restaurant owner Sam Wardley spoke about the couple's visit afterwards, saying: "I did question what he was doing in Swansea. He said his girlfriend was from Glynneath and said he had come up to see her."
Twice-married Hasselhoff has previously revealed that he loves friendly Brits.