A national certification initiative launched by ThaiWISE, a Swedish NGO supporting Thai women, has successfully led to the reinstatement of Thai massage services on wellness platforms across Sweden — but only for those salons that meet strict ethical and professional standards.
The new network, called NuadThai Nordic, now issues a blue certification mark to qualified Thai massage salons, helping distinguish legitimate health-focused businesses from those previously implicated in illegal sexual services. As a result, both Epassi and Benifex (formerly Benify) have agreed to reinstate access to the Friskvårdsbidraget (Swedish wellness allowance) for all certified salons, offering hope and recovery to an industry shaken by scandal.
One of the driving forces behind this turnaround is Siwanart, a 61-year-old salon owner in Borlänge. Her story is not just about personal resilience — it’s about helping lead the collective fight for justice and recognition.
Siwanart came to Sweden 21 years ago from Sa Kaeo in Thailand.
After being forced to change careers due to illness, she found her calling in traditional Thai massage. She built up her salon with great heart and dedication, with a clientele that often used the Swedish Wellness Allowance (Friskvårdsbidraget) – an important support for legal health services.
What happened?
Friskvårdsbidraget is a government-approved wellness allowance provided by Swedish employers. It allows employees to get partial reimbursement for health-promoting activities, such as gym memberships, yoga classes, or traditional Thai massage – as long as it’s for health and not for sexual entertainment.
Earlier in 2025, Swedish media and police revealed that around 20 Thai massage salons had been offering illegal sexual services. This violates Swedish law, particularly the Sex Purchase Act (Lag 1998:408), which bans buying sexual services in any form – even if “consensual” or offered in massage salons.
The scandal led major wellness providers like Epassi and Benify (now Benifex) to remove all Thai massage services from their systems — punishing hundreds of legitimate businesses alongside the guilty few.
Industry-wide suspension
When news of illegal activities at a handful of Thai massage salons made national headlines, the ripple effects were immediate. Without distinguishing between the guilty and the innocent, major wellness platforms like Epassi and Benify (now Benifex) suspended all Thai massage services.
“It was devastating,” says Siwanart.
“Overnight, my regular clients couldn’t use their wellness benefits anymore. We followed every rule, but still had to bear the consequences. For months, I worried the trust we’d built — and my entire livelihood — was slipping away.”
It felt like all of us who behaved were punished for the mistakes of others. I feared that everything I had built would collapse.”
ThaiWISE and NuadThai Nordic (NTN) lead the way
In this difficult time, Siwanart found support from ThaiWISE (Thai Women in Sweden Empowerment).
“It was like finding fellow travelers,” she says, emphasizing the importance of community. A key person in this work is Panadda Changmanee, known as “Yui,” project manager at ThaiWISE.
To restore trust in legitimate salons, ThaiWISE launched the NuadThai Nordic network, aiming to set clear standards and distinguish wellness services from illegal activities.
The result was a blue certification mark, indicating that the salon has been thoroughly reviewed and adheres to ethical and professional requirements.
What defines a legal Thai massage salon in Sweden?
- Officially registered business
- Pays taxes and issues legal receipts
- Provides services for health and wellness only
- Has staff trained in professional massage techniques
- Does not offer sexual services, which is illegal under Swedish law
- Complies with health and labor regulations
Illegal massage salons:
- Offer or imply sexual services
- Operate without proper registration or permits
- Avoid taxes or labor protections
- Violate Sweden’s Sex Purchase Act, tax laws, and worker rights laws
Epassi and Benifex open the door for certified salons
Now, both Epassi and Benifex have chosen to collaborate with NuadThai Nordic. This means that salons that are certified and display the blue mark can once again offer wellness services through Epassi.
“You have to fight for what you’ve built, especially when you do everything right and pay your taxes,” says Siwanart.
A plea for respect and fairness
Her message to the public and authorities is clear:
“We just want people to understand the difference between legitimate Thai massage salons like mine – which follow all the rules,” says Siwanart.
“We are trained, experienced, we help people feel better, we pay taxes, and we contribute to society. All we ask for is to be treated with fairness and respect.”
Siwanart’s journey continues – a strong testament to perseverance and the collective effort to ensure that the authentic art of Thai massage is understood, valued, and safe for everyone in Sweden.
Certification paused amid overwhelming demand
The success of the NuadThai Nordic initiative has sparked widespread interest among Thai massage salons across Sweden. In fact, demand has been so high that the network has temporarily paused new membership applications as of 16 May 2025. The team is now focusing on supporting and evaluating the many salons already in the process.
According to ThaiWISE, applications are expected to reopen in early 2026. Until then, the organization thanks everyone for supporting a more ethical and professional Thai massage industry in Sweden.
