I just got my Ender 3 V3 KE. During initial setup I chose the English language, then proceeded through setup. For reasons outside the scope of this bug report, I ended up rebooting and starting setup over. I was again presented with the Language selection screen, but this time with English pre-selected. If I tap “Next Step” from here, I end up viewing the privacy policy in Chinese, then if I go back from there I see the first option (“中文”) selected. I can select English and proceed as usual.
Something in the state of the setup is remembering that English was selected in the UI, but not remembering it in the actual behind the scenes configuration.