Author: Risa Santiwiriyakarn

1. Developing a Business Proposal
   • Create a comprehensive business proposal based on the findings and insights from the project.
   • Include practical guidelines, design recommendations, and strategies for establishing a Thai massage business with a focus on wellness and safety.
   • Make the proposal accessible to aspiring entrepreneurs interested in starting or improving a Thai massage business.
2. Shifting Perceptions
   • Advocate for repositioning Thai massage shops as part of the medical and wellness industries, rather than associating them with the sex industry.
   • Incorporate elements such as aromatherapy, professional branding, and safety protocols to align with global wellness trends.
3. Empowering Entrepreneurs
   • Organize workshops or seminars for prospective business owners to introduce the proposal and provide actionable insights.
   • Collaborate with cultural organizations and wellness industry experts to enhance the proposal’s credibility and effectiveness.
4. Public Awareness and Industry Standards
   • Develop campaigns to educate the public about the therapeutic and wellness benefits of Thai massage.
   • Work toward establishing industry standards that promote professionalism and ethical practices, ensuring that Thai massage shops are recognized as wellness spaces.
5. Long-Term Vision
   • Explore partnerships with Thai and international wellness organizations to formalize a certification program for Thai massage businesses.
   • Strive to position Thai massage as a symbol of wellness and holistic care, contributing positively to Thailand’s image in global tourism.

an outline of potential learning outcomes based on my project’s focus:

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1. Understanding Cultural Perceptions:
   • Gain insight into how Thai massage shops are perceived locally and internationally.
   • Identify cultural misconceptions and their impact on the branding and operation of Thai massage establishments.
2. Applying Design Thinking:
   • Explore how design elements, such as scent, branding, and interior aesthetics, influence customer perceptions and experiences.
   • Develop innovative solutions that address stigma while preserving cultural identity.
3. Critical Analysis of Wellness Industry:
   • Evaluate the differences between Thai massage shops and high-end wellness establishments like spas.
   • Understand pricing, service quality, and customer expectations in the wellness industry.
4. Enhancing Safety and Well-being:
   • Explore interventions that create a safe and welcoming environment for both customers and massage practitioners.
   • Learn how small, actionable changes can significantly impact the perception of safety and professionalism.
5. Cross-Cultural Sensory Research:
   • Analyze how sensory elements, such as fragrance, evoke different responses across cultures.
   • Test and validate the role of scent in creating a relaxing and memorable experience for diverse audiences.
6. Developing Practical Skills:
   • Learn to design and implement interventions, such as branding improvements and scent experiments, to address real-world challenges.
   • Gain hands-on experience in prototyping and testing ideas in a business setting.
7. Social and Ethical Implications:
   • Reflect on the broader social impact of rebranding Thai massage shops, including implications for Thai tourism and cultural heritage.
   • Develop ethical practices that balance cultural authenticity with business objectives.
8. Stakeholder Engagement:
   • Understand the needs and perspectives of diverse stakeholders, including business owners, practitioners, and customers.
   • Learn to communicate and collaborate effectively with stakeholders to implement meaningful change.
9. Personal and Professional Growth:
   • Cultivate a deeper appreciation for cultural identity and its role in business branding.
   • Develop a skillset for tackling complex, stigmatized issues with creativity and empathy.
10. Future Implications:
    • Understand how the findings and interventions from this project can serve as a model for others in the wellness and cultural industries.
    • Explore opportunities to scale or adapt these solutions to other contexts.

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In this round, I aimed to design this intervention to cover all aspects of a massage shop. Initially, my primary question was how to make a massage shop a safe space. This involves many components, some of which are practical to implement, while others are constrained by laws or other limitations. However, one small detail I had initially overlooked was the element of scent.

Personally, I am someone who loves the atmosphere of massage shops and spas. Massage shops have their own distinctive scents that create a sense of relaxation and comfort, with each shop offering a unique olfactory experience. This prompted me to research the use of scented candles or aromatherapy oils commonly found in massage shops.

Through a workshop on fragrance and perfume-making, I discovered that the sense of relaxation associated with scents differs between Asia and Europe. To explore this further, I compared candles from two different regions. My selection criteria focused on candles that evoke a sense of relaxation. As expected, the perception of relaxation through scent varied.

In the image on the left, the clear bottle contains a scented candle from Thailand. It has a stronger fragrance before being lit, but once lit, it evokes feelings of comfort similar to baby powder or the sensation of being freshly showered and ready for bed. In contrast, the candle on the right, housed in an opaque container, offers a different experience. Its scent is milder both when unlit and lit, creating an ambiance akin to sitting in a quiet room with open windows after a rainstorm, free of any disturbances.

I selected three distinct Thai-inspired scented candles and shared them with people around me, including both Thai individuals and foreigners. Among these participants, some had experienced Thai massages before, while others had little or no familiarity with them. Each person was asked to choose the scent they preferred. The three scents were carefully curated to reflect the unique essence of Thailand.

1. Jasmine: A classic Thai scent associated with purity and serenity, often used in traditional ceremonies and cultural practices.
2. Thai Spa: A signature blend that encapsulates the soothing and rejuvenating atmosphere of Thai massage shops and wellness centers.
3. I Feel Like Guthi: Inspired by the scent of dok mai chan (sandalwood flowers), this fragrance carries a powdery and slightly sweet aroma reminiscent of baby powder, evoking a sense of calm and nostalgia.

By offering these scents, I aimed to observe how people from different cultural backgrounds perceive and connect with distinctly Thai olfactory experiences.

Feedback :

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1. Global Wellness Institute (2021)

The Global Wellness Economy: Looking Beyond COVID report provides a detailed analysis of the global wellness industry’s growth, noting its valuation at $4.4 trillion in 2020, even amid the pandemic. This industry includes a wide range of services, from fitness and nutrition to traditional and alternative therapies, such as Thai massage. The report emphasizes a rising global interest in holistic well-being and traditional healing practices, which presents a significant opportunity for Thai massage to expand its reach within the wellness economy.

However, it highlights a key challenge: many traditional wellness practices face stigma or misconceptions when introduced to international markets, often due to cultural misunderstandings. Thai massage, while rooted in therapeutic and spiritual traditions, is frequently misperceived as a service linked to the sex industry. This misalignment between its true purpose and global consumer perception limits its potential integration into mainstream wellness offerings.

The report advocates for initiatives that rebrand Thai massage as a sophisticated and therapeutic service, such as improved training, certification programs, and storytelling that emphasizes its cultural and historical significance. Such efforts would allow Thai massage to better align with global wellness trends and capture a larger share of this lucrative market, while also preserving its cultural authenticity.

Global Wellness Institute (2021) The Global Wellness Economy: Looking Beyond COVID. Available at: www.globalwellnessinstitute.org

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2. Ministry of Labour Thailand (2023)

This report highlights the critical role of overseas Thai workers, particularly in service industries like Thai massage. Over 100,000 Thai nationals currently work abroad, and a significant portion of them are employed in wellness and hospitality sectors. Their remittances contribute greatly to Thailand’s economy, supporting families and local communities. However, despite their economic contributions, these workers often face challenges, such as exploitation, a lack of legal protections, and stereotyping about their profession.

Thai massage practitioners, in particular, are affected by the global misconception that associates their work with the sex industry. This stigma not only impacts their professional dignity but also creates unsafe working environments. The Ministry underscores the need for systemic reforms to improve workers’ rights abroad, alongside efforts to reshape public perceptions of Thai massage. Promoting its therapeutic and wellness benefits while adhering to high professional standards could ensure safer conditions and elevate its reputation worldwide.

Furthermore, the report identifies opportunities for Thai workers to become ambassadors of Thai culture and wellness. With proper training and certification, they can showcase Thai massage as a refined skill and a valuable contribution to the global wellness industry.

Ministry of Labour Thailand (2023) Labour Statistics 2023: Thai Workers Abroad. Available at: www.mol.go.th

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3. Nguyen, T., et al. (2018)

In their article Cultural Branding in Global Markets, Nguyen and colleagues examine how cultural products and services navigate international markets. The study focuses on the importance of authentic cultural representation in branding, arguing that effective cultural branding not only preserves heritage but also adds economic and symbolic value to cultural products. However, when cultural offerings are oversimplified, exoticized, or misrepresented, their market potential and authenticity suffer.

For Thai massage, this dynamic is particularly relevant. Although Thai massage is recognized as a unique aspect of Thai culture, its global image has been compromised by longstanding stereotypes linking it to inappropriate or sexualized services. Such perceptions diminish its legitimacy as a therapeutic practice and hinder its integration into the global wellness economy.

The study suggests that a well-crafted branding strategy can overcome these challenges. By emphasizing Thai massage’s deep roots in traditional medicine and Buddhist teachings, as well as highlighting its physical and mental health benefits, the industry can position itself as a respected and valuable wellness service. This would not only improve the profession’s image but also elevate Thailand’s cultural reputation globally.

Nguyen, T., et al. (2018) ‘Cultural Branding in Global Markets’, Journal of Consumer Research, 45(4), pp. 675–693. Available at: https://academic.oup.com

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4. World Bank (2023)

The Thailand Economic Monitor report emphasizes the vital role tourism plays in Thailand’s economy, with the sector contributing approximately 12% of GDP in 2022. Wellness tourism is identified as a significant growth area, aligning with global trends that prioritize health, mindfulness, and well-being. However, the report warns that the Thai tourism sector is underperforming in this space due to outdated perceptions of key cultural products, including Thai massage.

Thai massage is often seen through a lens of exoticism or associated with the sex industry, a stereotype that negatively affects Thailand’s image as a wellness destination. This issue not only impacts the reputation of Thai massage practitioners but also limits the country’s ability to attract high-value tourists seeking legitimate wellness services.

The report advocates for measures such as stricter regulatory frameworks, professional certification systems, and comprehensive marketing campaigns to rebrand Thai massage internationally. These efforts would promote it as a sophisticated and therapeutic practice, distancing it from negative connotations and aligning it more closely with global wellness trends. By enhancing the image of Thai massage, Thailand could attract a wealthier, health-conscious demographic, boosting both the tourism and wellness sectors.

World Bank (2023) Thailand Economic Monitor: Tourism and Growth Projections. Available at: www.worldbank.org

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After reading about how scents influence people’s emotions, I realized that I have never used perfume in my daily life. This made it difficult for me to fully understand how certain scents can impact feelings. So, I decided to attend a workshop to create my own perfume.

In this workshop, it wasn’t just about making a perfume for myself; the instructor provided in-depth knowledge about perfumes, scents, and how to blend different fragrances to create harmonious combinations. The workshop owner, who studied perfumery in France and has over 10 years of experience in the fragrance industry, shared their expertise with us.

Through this workshop, I discovered that scents can originate from a variety of sources, even from everyday items around us, and these scents can evoke distinct emotions and feelings.

During the session, I had the opportunity to smell jasmine and conducted a brief interview with the workshop owner about this scent. Here are the key takeaways from our conversation:

• The scent of jasmine from European countries differs from that of jasmine in Southeast Asia.
• In Europe, the scent of jasmine typical to Southeast Asia might actually be associated with a completely different flower.
• The owner personally finds jasmine from Southeast Asia more pleasant, as it provides a more relaxing and soothing fragrance, which they feel is also richer in aroma compared to European jasmine.
• They understand these cultural differences well because they have frequently traveled to Southeast Asia and their work with scents has helped them develop a clear understanding of the contrasts between continents.
• When asked about the scent associated with spas or massage shops, the owner explained that in Europe, spa scents tend to be mild and do not usually highlight a specific floral note. If there is a floral element, it’s often lavender. However, when it comes to spas or massage shops in Thailand, the scents are often more relaxing and floral, especially jasmine. Additionally, other plant-based scents, such as lemongrass, are commonly used. These scents not only provide a pleasant aroma but also offer therapeutic properties, as many of these plants are herbs that can be mixed with oils for massage or used in scented candles commonly found in massage shops.

“Smellosophy” by A. S. Barwich explores the fascinating relationship between smell and the human mind, combining science, philosophy, and neuroscience to uncover how our sense of smell shapes perception, memory, and emotion. The book challenges conventional views of the olfactory system and highlights its unique role in cognition.

Key Themes and Insights:

1. The Complexity of Smell

• Smell is more than a simple sensory process; it is a dynamic and adaptive system that interacts closely with memory and emotion.
• The brain’s interpretation of scents is subjective, influenced by personal experiences and context.

1. Olfaction and the Brain

• Explains how the olfactory system is directly connected to the limbic system, the part of the brain responsible for emotion and memory.
• Unlike other senses, olfaction has a direct neural pathway, making it powerful in triggering emotional and nostalgic responses.

1. The Philosophy of Smell

• Barwich challenges traditional philosophical perspectives that overlook the importance of smell in shaping how we experience the world.
• She argues that smell plays a fundamental role in how we understand and interact with our environment.

1. Subjectivity and Perception

• Smell perception is highly individual; the same scent can evoke vastly different reactions in different people.
• This subjectivity underscores the importance of personal and cultural influences in olfactory experiences.

1. Applications and Implications

• Explores how understanding the science of smell can impact fields like marketing, perfumery, and even medicine.
• Highlights the potential of scent in therapeutic applications, such as managing stress, enhancing mood, and treating memory disorders.

Key Takeaways:

• Smell is a deeply personal and emotionally charged sense, uniquely capable of influencing thoughts, feelings, and behaviors.
• The olfactory system offers insights into how the brain processes complex, context-dependent information.
• By integrating science and philosophy, Smellosophy redefines our understanding of smell as a critical aspect of human cognition.

This book is a thought-provoking exploration of an often-overlooked sense, making it essential reading for anyone interested in neuroscience, psychology, or the philosophy of perception.

The Art of Aromatherapy is a timeless guide that combines scientific knowledge with practical advice, making it an essential resource for anyone interested in the therapeutic power of essential oils.

Summary of The Art of Aromatherapy by Robert Tisserand

“The Art of Aromatherapy” is a foundational text in the field of aromatherapy, written by Robert Tisserand, a pioneer in the study and practice of essential oils. Published in 1977, the book bridges the gap between traditional healing practices and modern therapeutic techniques, offering a comprehensive guide to the art and science of aromatherapy.

Key Themes and Content:

History of Aromatherapy

• Explores the historical use of aromatic plants and essential oils in ancient civilizations like Egypt, Greece, and China.
• Highlights the evolution of aromatherapy in modern Europe.

Understanding Essential Oils

• Provides detailed insights into the properties and benefits of essential oils.
• Covers how essential oils affect both the body and the mind through their chemical and aromatic properties.

Practical Applications

• Offers guidance on safe and effective methods for using essential oils, including inhalation, massage, and baths.
• Includes practical recipes for blends that address various issues, such as stress relief, pain management, and improving sleep.

Profiles of Essential Oils

• In-depth descriptions of popular essential oils like lavender, peppermint, eucalyptus, and geranium.
• Discusses their therapeutic properties and recommended uses.

The Role of Aromatherapy in Health

• Examines the connection between aromatherapy and physical, emotional, and mental well-being.
• Encourages a holistic approach to health, integrating essential oils into daily life.

Blending and Formulations

• Teaches the art of blending essential oils for specific purposes.
• Shares recipes for creating personalized aromatherapy solutions for relaxation, energy boosts, or mood enhancement.

Highlights:

• Scientific Foundations: Tisserand supports his claims with scientific evidence, making the book both credible and informative.
• Holistic Approach: The book emphasizes the interconnectedness of the body, mind, and spirit in achieving health and relaxation.
• Accessible Writing: Written in an engaging and straightforward style, suitable for beginners and experienced practitioners alike.

Key Takeaways from The Art of Aromatherapy by Robert Tisserand

Aromatherapy as a Holistic Practice

• Essential oils impact the mind, body, and spirit, promoting overall well-being.

Historical and Modern Relevance

• Aromatherapy is deeply rooted in ancient healing traditions yet remains highly relevant in modern natural therapies.

Therapeutic Properties of Essential Oils

• Essential oils like lavender, eucalyptus, and peppermint offer versatile benefits, including stress relief, improved sleep, and enhanced energy.

Safe and Effective Use

• Proper methods, such as dilution and appropriate application techniques, are crucial for safety and efficacy.

Personalized Blending

• Creating custom blends tailored to individual needs allows for a more effective and meaningful aromatherapy experience.

Scientific and Emotional Benefits

• Aromatherapy is both a science and an art, with evidence-based benefits and the ability to evoke powerful emotional responses.

Integration into Daily Life

• Aromatherapy can be easily incorporated into daily routines through inhalation, massage, and baths to enhance well-being.

This book encourages readers to approach aromatherapy not just as a healing tool but as a lifestyle practice that connects natural remedies with personal wellness.

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After reflecting and analyzing the consultation form idea, I had the opportunity to work as a receptionist at another massage parlor in the Baker Street area, which coincided with the shop undergoing structural changes. I shared the information I had gathered during my project with the owner, and we both agreed on the importance of informing customers that the shop does not offer sexual services. The owner decided to include this on the consultation form so that new customers could read and sign it as part of an agreement between both parties, preventing any misunderstandings or incidents that might occur in the massage room.

Feedback:

From the customers’ perspective, I noticed a clear reaction, particularly from female customers. Most of them smiled after reading the information but didn’t say much. Only one out of ten customers that day reacted with excitement and laughed, saying, “You must get asked this a lot, right? Smart move to write it here, but I find it really funny.”

As for the male customers, especially those over the age of 35, many showed reluctance to sign or provide their details. These were mostly walk-ins. When I handed them the form, they tried to avoid signing it. I explained that it was just for safety purposes, and they didn’t have to give other details. Once they read the part about no sexual services, those who came in with that intention would come up with excuses and leave immediately after reading it. This clearly showed that the form was effective in filtering out inappropriate customers.

From a business perspective, it might reduce the number of customers, but in terms of safety and peace of mind, it has proven to be more than 90% effective.

After starting to analyze various past events, another idea I thought could be applied to this topic is writing a statement on paper that clearly states the shop does not offer sexual services. Most shops already have signs indicating that they do not provide sexual services, as I mentioned in one of my previous blogs, “Visit the Area”. Many shops in London display these signs. However, when Cecilia suggested including this statement in a document for customers to read and sign before receiving service, my initial reaction was that it felt like a somewhat “hardcore” way of creating a safe space.

Visit the area

This may be because, generally, massage shops don’t take this approach, perhaps due to concerns about the business’s image. Nevertheless, trying it out wouldn’t hurt, though it may be difficult to implement. It would require the shop to accept both the action and the potential consequences (such as how customers might perceive the shop).

Personally, I agree with the idea, even though it made me pause for a moment at first. However it could be interesting to see customer reactions when they read such a statement, and it might provide valuable insights for further analysis based on those reactions. It would be a worthwhile experiment (hopefully!).

After the summer break, on the first day back to Unit 4, we started with Project Six: Hotroom. I had the opportunity to share my project with my classmates as well as my tutor, Georges, and Cecilia, who were also part of that tutorial session. After I presented my project, Cecilia offered some suggestions about creating a safe space, not only through the environment—such as sound and scent—but also through consent forms and agreements before receiving service. This would ensure that the space is safe for both the masseuse and the clients.

Before the term started, I had already thought about using forms that clients sign before receiving massage services, but I never considered that these forms could contribute to creating a safe space. When I was working, I saw these forms as primarily for collecting medical information, such as any existing injuries or pregnancies, as well as for marketing purposes to help improve business strategies. It never crossed my mind that these forms could play a role in establishing a safe space.

In most forms, clients are only asked to provide basic personal information and indicate any areas that require special attention or should be avoided due to past injuries. But now, reflecting on it, I realize that these forms might help create a safe space without the need for verbal communication. Some clients may feel uncomfortable discussing certain details aloud with someone they don’t know well. Writing these things on paper might be a way for them to communicate what they need to feel relaxed and comfortable during their session.

This idea reminded me of one of my early interviews, specifically Interview 7, where I spoke with a male client. I asked him why he chose to go to a Thai massage parlour instead of a Chinese one, given that he is Chinese and might find communication easier there. He explained that there were several reasons, but one was that he had tried both and personally preferred Thai massages. Beyond that, he mentioned that not having to communicate with the masseuse during the session (he wasn’t sure whether it was due to the masseuse’s limited English or the nature of Thai massage) made him feel more relaxed and comfortable. It was like paying for both physical and mental relaxation, and that’s why he kept returning to Thai massage.
Read more about interview 7 : https://20027988.myblog.arts.ac.uk/wp-admin/post.php?post=48&action=edit

Aside from the interview, another observation I recently analyzed is from my time working at the massage parlour. Every week, there were regular clients who would return to the same masseuse—at least three of them consistently. They weren’t just returning because of the masseuse’s skills, but because they felt comfortable with that particular person. The masseuse understood their needs without having to be told again and again. I could see it in how they were welcomed when they arrived.

For example, there was one male masseuse who had a regular client every Sunday morning. Their conversations were very relaxed and casual compared to when he had new clients. It wasn’t just the masseuse who seemed more at ease; the regular client did too. Every time she arrived, she was cheerful, chatting and smiling with him (she also smiled at me, the receptionist, but only spoke as much as was necessary until the masseuse came to take her to the massage room). I believe this was a skill that the masseuse developed, and it took time to build that rapport with clients.