On 15 September 2025, Her Excellency Mrs. Arunrung Phothong Humphreys, Ambassador of Thailand to Stockholm, attended the certificate presentation ceremony for ethical Nuad Thai business, recognizing 85 Thai massage establishments for meeting standardized professional criteria. The event was held at Folk Mat & Möten, and featured businesses participating in the 4th batch of the certification project for ethical Nuad Thai business, implemented under the ThaiWISE project – a program promoting the capacity of Thai women in Sweden – with the support of the Royal Thai Embassy and various Swedish partners. The initiative has built on its previous successes in Malmö, Stockholm, and Gothenburg.

Among the distinguished attendees were Mr. Sedat Arif, Deputy Mayor of Malmö; Ms. Birgitte Hald, Secretary-General of Hela Människan; Ms. Panadda Changmanee, ThaiWISE Project Manager; Ms. Desiree Blomberg, Secretary-General of Kroppsterapeuterna; business owners and staff from the 4th batch; as well as alumni from the 1st to 3rd batch of the program.

In her opening remarks, Ambassador Arunrung praised the dedication and perseverance of Thai massage entrepreneurs, highlighting how the program has grown from an initial 50 certified businesses to 134 across Sweden. This growth symbolizes unity and professional pride among the Thai community. It has fostered knowledge exchange, shared experiences, and elevated the image of Thai massage as a respected, dignified, and standardized profession. Thai massage is not only a livelihood but also a cultural heritage that connects Thailand with Swedish society.

The Ambassador emphasized the Embassy’s ongoing support for raising Thai massage standards in Sweden, noting that the Embassy has worked closely with ThaiWISE for over four years, providing both financial support and strategic consultation, while also engaging with relevant Swedish authorities to improve the well-being of Thais living in Sweden.

Ambassador Arunrung further noted that the initiative reflects the spirit of “Thais helping Thais”, ensuring no one is left behind, and aligns with the Ministry of Foreign Affairs’ guiding principle: “People Diplomacy – Everywhere We Care.”

Following the opening ceremony, the Ambassador gave an interview to Swedish media, highlighting the cultural and social importance of Thai massage and her perspective on the project’s impact in Sweden. A clip of the interview is available via the link below.

https://www.svt.se/.../de-vill-stada-upp-i...