Healing Hands of Heritage: A Case Study of Indigenous Knowledge of Thai Massage Industry

Abstract (English)

In the age of growing modernized medical advancement, the traditional knowledge of Thai Massage still holds the power to heal. Traditional Thai Massage, locally known as Nuad Thai is so deeply rooted into Thai culture, that when we (as an outsider) refer Thailand as a travel destination, it is automatically considered as relaxation, luxury and one of the main attractions. They not only use ancient techniques during the massage therapy, but the use of different types of medicinal herbs and oil are also used to alleviate pain and help relax the mind and body for the massage recipients. Thus, in 2019, UNESCO has rightfully recognized this occupation as an Intangible Cultural Heritage of Humanity due to its rich historical and cultural significance.

My current research tends to explore how Thai women and men contribute to preserve and pass down traditional medicinal knowledge, specifically through the practice of Thai massage. What motivates them to keep this traditional knowledge alive? Why did they choose this occupation? What are the challenges they face? What are their stories? This research is not only about the practice of healing through performative and rhythmic movement of experienced hands, but additionally the people who are keeping it alive for generations.

As of January 2025, it was reported that the Ministry of Public Health of Thailand planned to train around 7,000 therapists to boost the country’s revenue, showing the popularity of this traditional knowledge-based occupation, as it is not only worth preserving from an indigenous point of view, but also needing to be advanced in order to achieve sustainable development of Thailand’s economic growth.

The present study was conducted in Thailand. A pilot study was done in early 2024 to formulate the final schedule in English and Thai.