For Thailand, the push has a twofold purpose. Screening Thai films in other countries can promote the kingdom as a tourist destination, and coproductions with the film industries in cities such as Hong Kong can bring in much-needed funds as well as opportunities to share moviemaking expertise.

"Soft power is very important now," explains Chaturont Chaiyakam, Hong Kong's Thai consul general."And we think that film is one of the elements that Thailand can use to promote itself to a worldwide audience, alongside food, (cultural) festivals, (Muay Thai) fighting and fashion.

"What we're also trying to do in Hong Kong is to cooperate with local producers and agencies, and bring Thai people and productions here to be introduced to Hong Kong, and learn from Hong Kong and each other. A film like You & Me & Me shows that audiences are the same everywhere - so maybe we should all work together more."