For anyone else having this issue and before downloading the complete game again as advised by EA try the following, it works 100% and will save you ages in time when you find out that even after selecting the correct language it'll still start in Chinese anyway!
To fix the game starting in Chinese and in case you downloaded the wrong language version you can change the language by doing the following.
Completely close out of F1 2024 and the EA app, make sure in Task manager to be sure to get rid of any and all EA processes running. Then all you need to do is to open regedit and go to the following key - Computer\HKEY_LOCAL_MACHINE\SOFTWARE\codemasters\F1_24 . Then open LOCALE key and change it to en_US or whatever your equivalent language code is and press enter for it to change and then quit out of regedit. Finally right click the F1 2024 shortcut on your desktop and run it as Admin (might not have to do this but I did) and you should finally see F1 2024 load up in English or whatever language you chose.