Organization Name Asia Pacific Spa & Wellness Coalition
Organization Address 10 Anson Road #13-11, International Plaza
Author Name Andrew Jacka
There has been much competition amongst the Southeast Asian countries as to who is offering the best, most unique or most authentic wellness experience. Thailand with its rich history rooted in Thai Royal Massage and its global acceptance of Thai Folk Massage as a wellness staple, has long been seen as the front runner, but in 2017 the Malaysian Ministry of Tourism and Culture (MOTAC) launched “Urutan Malaysia” to capture the core wellness techniques behind Malaysia’s diverse cultures of Malay, Chinese, Indian, Peranakan, as well as the natives of Sabah and Sarawak – to form a unique spa experience. This treatment is steadily gaining traction locally due in no small part due to the efforts of the Malaysian Association of Wellness Trainers (MAWT), and internationally as a Malaysian ‘must experience’ product.
In the Philippines, Hilot which pre-dates the colonial invasions of 1500AD, encompasses the power of touch, the remedial property of herbs and includes a spiritual dimension with a holistic approach to healing far beyond relaxation. Traditionally practiced by a manghihilot (traditional healer) to cure ailments, it is recognized by the Department of Tourism and the Philippine Institute of Traditional and Alternative Health Care (PITAHC), which offers national certification for practitioners. Utilising virgin coconut oil and banana leaves, today it is considered a luxury spa experience in the Philippines.
Balinese and Javanese traditions have heavily impacted Indonesian massage protocols dating back to the 8th – 10th Century. Also influenced by Royal Courts, Balian (Traditional healers) practices, and cultural aspects of Indian Ayurvedic, Traditional Chinese Medicine (acupressure), and other indigenous practices. Originally used to restore physical, mental, and spiritual harmony, today, Balinese Massage often uses coconut oil infused with local herbs in a combination of techniques including skin rolling, kneading and pressure points, while Javanese Massage is known for its firm pressure and deliberate, slow movements to release deep muscle tension.
In Cambodia, traditional Khmer massage is an ancient healing art dating back to the Angkor era of the 9th – 15th Centuries. Originally designed to balance energy and sooth muscles using firm slow, oil-free pressure, stretching, and herbal compresses. It is influenced by Ayurveda and traditional medicine, it was historically used for monks after long periods of meditation, and later as a therapeutic treatment in the royal court, before becoming a more general health practice. With aspects often compared to Thai folk massage, it is an oil free massage but is less vigorous than that of its more vocal neighbour’s offering, and focuses on gentle stretching and deep pressure point techniques to balance seeks to remove blockages and resort harmony to the body, mind and spirit
While there has been some contention as to what traditional Vietnamese massage is and how much influence Chinese traditions have had on it (is cupping part of the technique or not?), the ancient therapeutic practice of Tam Quat (Rhythmic Kneading) and its vigorous massage technique of thumping and kneading to release tension is at its core. Tam Quat was traditionally performed by male therapist for men only, as it was deemed too violet for women. The early roots of Vietnamese massage (like in Thailand and Cambodia) were influenced by the Chinese theory of meridians, and acupressure practices, however it was during the colonial era that French philosophy and with its western outlook of physiotherapy techniques further shaped the protocols to today’s practices. Hot herbal compresses to soothe muscles have remained a staple in the practice. With the Vietnam National Authority of Tourism now extolling wellness as a way of life in Vietnam and a surge in the number of spa operators (reportedly to exceed 6,000 as of early 2026), Vietnam is definitely starting to stake its claim on the wellness crown in the region.
Myanmar has a similar history to many of its neighbours with influences from Ayurvedic and Chinese practices, The Myanmar massage is a holistic practice that aims to promote overall health and well-being by stimulating the body’s natural healing processes, using a combination of gentle stretches, deep tissue massage, and acupressure. The therapist may use a variety of oils and lotions with their hands, forearms, and elbows to apply pressure to specific points on the body. The feet may also be used. This massage is typically performed on a massage table or mat.
by Andrew Jacka and fact checked by industry colleagues.
Photo: Khmer Massage, Champei Spa, Cambodia
