The demand for prostitution and human trafficking is driven by sex buyers, placing women in vulnerable situations. RealStars can only confirm what the police have observed: many salon owners are complicit in these dynamics – either by facilitating or ignoring employee exploitation. Through the Växtkraft Thai project, funded by the Inheritance Fund, we are taking further steps to support women in the Thai massage industry and raise the status of the profession.
This spring, we identified five essential steps to uplift the Thai massage industry and reduce demand for sex buying. These steps – focused on safety, language support, social orientation, work environment, and business and marketing development – are each based on the women’s individual living conditions.
The first step – safety – is the most fundamental in creating sustainable working conditions for Thai massage therapists. To feel safe at work, the women need to be aware of their rights and responsibilities under the Sex Purchase Law. This law prohibits anyone from requesting or buying sexual services, and it’s crucial for women to know they can report such requests to the police. However, language barriers, lack of procedural knowledge, or mistrust in law enforcement often make it challenging for them to seek help. This is a serious issue, making it a major part of our project to teach participants how and when to contact the police, signaling to employees and customers that the salon does not tolerate sex-buying. RealStars has observed that salons displaying our “We Don’t Welcome Sex Purchase” label and cooperating with the police face fewer issues, which, in turn, elevates their reputation and fosters a professional and safe atmosphere for employees, as well as legitimate customers.
The next step involves providing language support and social orientation to help participants understand their rights and navigate Swedish society. Many of the women feel uncertain about their social and financial responsibilities, including saving for retirement, and are often dependent on others for support. Many also express a desire to learn basic Swedish phrases to help them communicate more effectively with customers, set boundaries, and report unwanted advances. Numerous sex buyers dehumanize women in the Thai massage industry, so being able to say no and contact authorities is a crucial component in helping them feel safe at work.
A good working environment is essential for women to feel comfortable and committed to their work in the Thai massage industry. Safety training on how to handle emergencies, report inappropriate requests, or respond to crimes like shoplifting and robbery (which many salons, unfortunately, also face) helps create sustainable conditions. Additional measures, like surveillance cameras, good ergonomics, health considerations, and clear emergency exits, further reinforce a safe workspace.
Economic security and sustainable business practices are fundamental to ensuring that women aren’t coerced into prostitution or trafficking. While Swedish massage typically costs 600-700 SEK per hour, Thai massage services are often priced lower, at around 400 SEK. Aligning prices to reflect the salon’s high standards and the expertise of its valued staff discourages sex-buying demands and increases customer respect. Diversifying offerings to attract female clients, such as adding nail or hair care services, is another effective approach. Salons that cater to regular clients, such as families or businesses that often buy prepaid packages for their employees, as well as those that take customers from professions like law enforcement, healthcare, and education, also experience greater stability. Additional ways to create sustainable business practices include marketing, wellness programs, and online booking.
“A massage should be nothing more than a massage”
So far, this work has been carried out through informational discussions, training, and networking sessions called “Between Women.” This fall, we continue the work through one-on-one coaching with salons, tailoring each of these five steps to meet specific needs and circumstances. All components are needed to counter the demand for sex buying – i.e., paid assaults – and support Thai massage therapists in achieving safe and sustainable business practices.