Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions.

The film is the story of James, a traveller who visits Thailand for the very first time. James is upset as he had lost his bag which he presumed was stolen. His thoughts of Thailand inevitably started with "I hate Thailand" and that's where the journey begins. Over the course of the story, Thai people gradually change his mind through their friendly attitude and generous hospitality, something he never expected at all. James visits Thailand only once, but who knows how long that 'once' is going to last.