A 10-year-old boy reported missing from Sydney City on Sunday afternoon has been located.

NSW Police appealed for public assistance to help locate Subo Jin, known as Bob, who was last seen at the Queen Victoria Building at 1pm.

Officers from Sydney City Police Area Command commenced a search of the area after Bob's family said his disappearance was out of character.

Bob was found at 4.15pm near the QVB "safe and well", police said.

Police thanked the media and public for their assistance.