Thailand Pushes “Nuad Thai” to Global Stage, Boosting Standards and Workforce Skills in France

Thailand’s Ministry of Labour is accelerating efforts to promote traditional Thai massage, or “Nuad Thai,” in international markets, with a particular focus on France, where demand remains strong. The initiative aims to expand opportunities for Thai workers while enhancing the country’s cultural soft power on the global stage.

According to the Ministry, discussions with relevant stakeholders revealed that Thai massage continues to be highly sought after in France. However, employers increasingly require practitioners to possess certified skills and professional training. In response, Thailand is fast-tracking workforce development programs to upskill massage therapists and align their competencies with international standards.

The Ministry also plans to introduce certification systems for Thai massage establishments abroad to improve credibility and trust among foreign clients. At the same time, authorities are strengthening measures to prevent labour exploitation and misinformation, ensuring Thai workers abroad are legally employed, protected, and well-informed.