Pain points and gain points are not necessarily new concepts, but some might think they are opposing concepts, when in contrast, the two complement each other. Through customer pain and gain points, you can get a better understanding of your customers’ needs, and offer a unique value proposition.
Pain point: As the name suggests, it’s something that “pains” your customers; an issue that they have that needs to be addressed; a challenge that they need to overcome.
Gain point: Gain point, on the other hand, is more about you. What can your product or service do for the customers; what can they gain from using your service; what can you help them with?
The two are extremely simple and are a good place to start when you’re trying to advertise your product or service since they consider both your and your customer’s sides to offer a value proposition that is valuable.
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For over two decades, the New York Asian Film Festival (NYAFF) has stayed at the forefront of Asian cinema in North America. Going into its 24th year, NYAFF is a project designed to remind the world that Asian cinema is here to stay and thrive, providing platforms for both well-established and rising filmmakers. At the helm of this meaningful festival is Samuel Jamier, a Korean French curator, filmmaker, and consultant whose passion and vision for Asian cinema drive NYAFF forward.
AHN had a chance to interview the talented Jamier on the festival’s inspiration and mission, and the future of Asian American Pacific Islander (AAPI) and Pan-Asian cinema.
Samuel Jamier | President and Executive Director of the New York Asian Film Festival and Foundation
Bridging Cultures Through Film
Over the course of his well-established career, Jamier has proved himself to be an avid enthusiast for Asian cinema who shows a clear commitment to its artistry and cultural authenticity. Jamier has gone from Chargé de Mission for the Cultural Services of the French Embassy, through his experience working with The Korea Society, The Japan Society, to becoming the guiding force behind NYAFF.
As a Korean adoptee raised in the idyllic Brittany of northwestern France, it is natural that his journey was one of cultural navigation and a lingering yearning for heritage connections. All this lifelong commitment to Asian cultures made it intriguing to learn where it all began—turns out not all those who wander are lost.
I was always drawn to stories that challenge conventions, that shake you awake in the middle of the night. My inspiration came from literature, philosophy, and cinema—works that make your heart pound and your mind race like you’ve had too much caffeine.
Traveling and living in different countries in my 20s rewired my brain. Experiencing cinema across different cultures made me realize the immense power of storytelling. I was particularly struck by the underrepresentation of Asian narratives in global film industries, which fueled my drive to bridge that gap through my work at NYAFF and beyond.
Jamier, a Korean adoptee raised in France, has dedicated his career to championing Asian cinema and bridging cultural gaps through storytelling.
Leading a “nomadic” life throughout his 20s has reframed his understanding of storytelling, endowing him with the severely underrated power of Asian narratives in global media. That realization has become some sort of a push for him to challenge stereotypes and redefine Western perceptions of Asian cinema beyond just kung-fu flicks and arthouse genres.
Breaking Barriers for Asian Filmmakers
Hollywood has become a benchmark for world cinema. It only took a few seconds to look up “film classics” on Google, and most of the recommendations would be Hollywood/ Western. As he revealed that one of his greatest challenges lies in “shifting global perceptions of Asian cinema” and “the industry’s gatekeeping,” his answer underscores a limited spotlight on Asian narratives.
Historically, Western audiences have viewed Asian films through a narrow lens, often limited to action-packed martial arts films or slow, contemplative arthouse works. This raises concerns over “typecasting” Asians in movies and hindering the potential of the world’s largest region. Through NYAFF, Jamier has worked tirelessly to push back these outdated preconceptions and aimed towards a broader, more nuanced appreciation of Asian storytelling.
Jamier is reshaping global views on Asian cinema, breaking stereotypes and opening doors for new voices worldwide.
Jamier has also successfully secured various global distribution deals for Asian filmmakers, shedding light on emerging talents to international audiences. Back in 2020, the pandemic took over New York City, leaving many film festivals canceled and filmmakers struggling.
Recognizing the urgency and devastating impact, Jamier and his team at NYAFF quickly adapted, launching virtual screenings and digital initiatives to keep Asian cinema in the spotlight. His commitment to dismantling industry gatekeeping and evolving Asian narratives has provided new opportunities for talents from Asia and the diaspora to gain recognition at major festivals and in Hollywood.
A Bridge Between East and West
Through his work at NYAFF and his consultancy firm, SMLX Consulting, Jamier has become a key figure in ensuring cultural authenticity in Hollywood. He never stops encouraging studios, filmmakers, and screenwriters to represent Asians, collectively drawing diverse and respectful depictions of Asian identities in movies. It’s not just about quantity—to Jamier, it’s about both: quality and quantity.
Beyond curating films, Jamier is about to make his directorial debut with The Huntress, marking his first endeavor in filmmaking. The film, inspired by World War 2, was a powerful manifesto of women’s roles in resistance movements, bringing overlooked histories to the spotlight while challenging conventional war narratives of Southeast Asian stories on screen. His transition from festival curator to director is a testament to his commitment to elevating untold Asian stories on screen.
The Future of Asian Cinema with New York Asian Film Festival 2025
Recent years have witnessed an interesting spike in Asian media—from K-dramas to anime—Asian cinema is “at an exciting turning point,” he shares. NYAFF remains dedicated to showcasing the depth and innovation of Asian storytelling, and Jamier encourages audiences to explore the incredible films emerging from Asia.
My mission is to bring authentic, compelling Asian stories to the forefront of global cinema. Whether it’s through NYAFF, my consulting work, or my filmmaking, I want to challenge outdated narratives and create new spaces for Asian filmmakers to be recognized and celebrated.
Jamier is championing a new era for Asian cinema, using NYAFF and beyond to spotlight bold, authentic stories and push the industry forward.
Looking ahead, the 24th edition of the New York Asian Film Festival is set to take place from July 11-27, 2025, promising a lineup that further expands the horizons of Asian storytelling. Jamier remains committed to fostering representation and creating new spaces for Asian filmmakers to thrive.
To support NYAFF’s mission and stay updated on the 2025 festival lineup, visitwww.nyaff.org.
Third time’s a charm. Three seems to be our brain’s favorite number, often serving as a rule of thumb in storytelling, memory, and design. It strikes the perfect balance—long enough to be satisfying, yet short enough to avoid feeling overwhelming. This is known as the rule of three.
In marketing, the rule of three can be applied to everything from design to copywriting to sales. Here are three ways you can incorporate this powerful principle into your work:
1. Taglines and Slogans
With only three words, your taglines do not feel too long or too short. It’s enough for a build-up, climax, and resolution. Our brain naturally responds to the patterns of three, therefore making three-word taglines more impactful.
Example:
“Veni, Vidi, Vici” (I came, I saw, I conquered) – Julius Caesar
“Just Do It” – Nike
“I’m Lovin’ It” – McDonald’s
2. Design Colors
When creating a color palette, think of three colors that complement each other to enhance your brand: primary color (the core of your brand identity), secondary color (adds depth and supports the primary), and accent color (used sparingly to highlight key elements and draw attention).
3. Brand Story
Structure your brand story in three acts—setup, confrontation, and resolution—to make your narrative clear, concise, and compelling.
At Asian Hustle Solutions, we believe in the power of three: clarity, strategy, and execution. Our services are built to guide Asian entrepreneurs through every stage of their journey—defining your vision, building your brand, and scaling your business.
Have you ever asked someone why they bought something, and then asked again? You’d be surprised to find out that the answer now extends beyond the functional—we’re getting emotional. That’s what “laddering” is about.
Laddering is a simple but effective tool to dive deeper into the decision-making thought process. Instead of just asking what people like, we explore the whys. Each answer helps us climb the ladder from surface-level to more profound insights.
1. ATTRIBUTE
A specific feature or characteristic of a product or choice.
Example: “These shoes have extra cushioning.”
2. FUNCTIONAL BENEFIT
The practical or performance-related advantage that the attribute provides.
Example: “They make running more comfortable.”
3. EMOTIONAL BENEFIT
How the person feels because of the functional benefit.
Example: “I feel more confident and energized when I run.”
4. PERSONAL VALUE
A deeper belief, life goal, or principle that the emotional benefit supports.
Example: “Being healthy helps me feel free and in control of my life.”
At Asian Hustle Solutions, we help Asian-owned brands grow by understanding what truly drives their audience—beyond features, into feelings and values.
Marketing is like fishing—there are plenty of fish in the sea, but each type requires a different approach. Knowing your audience is not an open-and-shut case. It is the process of researching, analyzing, and evaluating your audience base.
The following framework, STP, serves as your fishing rod—helping you cast with purpose and reel in the right catch.
S – Segmentation
The world isn’t a monolith. People have diverse needs and preferences—but some will share common demands that align with what your business offers.
That’s why audience segmentation matters. By understanding the unique traits of each group, you can identify which ones are the best fit for your brand.
T – Targeting
Now, after you have an overall picture of the market, it’s time to focus your efforts. Targeting means selecting the specific segment—or segments—that your brand is best positioned to serve.
This is where you shift from broad insights to strategy, adapting your message, products, and services to meet their needs.
P – Positioning
Now, it’s not just about who you are—but it’s also about who they think you are.
Positioning answers the question: Why should they choose you? Whether it’s your values, pricing, design, or experience, positioning helps you own a unique space in the market.
To grow your brand, the goal isn’t just to reach a large audience—it’s to build a loyal segment that will stay with you over time. Getting to know this audience takes patience and insight. That’s where Asian Hustle Solutions comes in to support you every step of the way.
