Background

Thai massage, or “Nuad Thai” as it is called in Thai, is a form of health care based on a centuries-old tradition. In 2019, Nuad Thai was recognised by UNESCO when it was included on their list of Intangible Cultural Heritage.

Unfortunately, Thai massage has gained a controversial reputation in many parts of the world, including Sweden. One of the problems in Thai massage businesses is labour exploitation, which can be linked to factors such as gender, race, education and literacy.

Without knowledge of the Swedish labour market, or their rights and responsibilities in Sweden, many Thai women have been victims of exploitative working conditions in massage businesses. In addition to being underpaid, they have lacked knowledge of their rights as employees. They have also not been aware of or had access to the services offered by authorities in Sweden and thus not been aware of the alternatives available to them.

At the same time, those massage businesses that have tried to run their businesses in a legal and ethical manner have not received enough recognition. Some have even faced criticism from industry peers for running their businesses differently.

In its study of the industry, ThaiWISE has found that many people working in the Thai massage industry want to change the way they do business, but they do not know how to go about it. This initiative aims to show that support from industry peers and recognition from relevant authorities, as well as customers, can lead to positive change.

The certification program has been developed by ThaiWISE in cooperation with the City of Malmö, the Embassy of Thailand in Sweden, NyföretagarCentrum Öresund and Hela Människan i Malmö.