UK setbacks dent soft power push

As Thailand hosts the Splash Soft Power Forum from today to Friday, showcasing the country’s ambitions across 14 soft power industries — from Muay Thai and fashion to wellness and cuisine — two recent developments in the UK threaten to undermine the credibility and momentum of this strategic initiative.

- Nopporn Wong-Anan

The removal of sports massage therapists from the UK’s skilled worker visa eligibility list was made public on April 9, shortly after Thai massage therapist was delisted. Under updated rules, only individuals already working in the UK in these roles and whose current work permits are nearing expiry remain eligible to apply for an extension. New applicants — regardless of their qualifications or experience — are now excluded from entry.

This visa policy change came just before damaging press coverage in the UK. In mid-June, West Yorkshire Police raided Yonlada Thai Massage in Huddersfield, a town in northern England, following allegations of illegal activity.

The raid generated sensational headlines that linked Thai massage services with illicit behaviour. Although the investigation is ongoing, the reputational damage is immediate and wide-reaching, casting suspicion on thousands of law-abiding, professional Thai-owned wellness businesses operating across Britain.

Even in Thailand, Thai massage establishments that covertly offer sexual services — especially in tourist cities — have already damaged the industry's image in the eyes of many foreigners. Incidents like the Huddersfield raid only reinforce these existing stereotypes and make it harder for legitimate practitioners to gain respect and secure opportunities abroad.