I’ve lived here since the Nataree and Emmanuelle days, and yeah — the golden age of Bangkok soapy massage parlors is over. Those fishbowl lines of girls in evening gowns are mostly gone. What replaced them are Nuru massage studios and high-end “outcall spas” that operate through Telegram or Line. The girls often used to work in soapies but now prefer private rooms or condo setups where they keep the full cut. The scene didn’t die — it decentralized. The thrill just moved from neon signs to chat messages.

I think the decline of the classic Thai soapy massage has less to do with laws and more with taste. Younger tourists now chase the “girlfriend vibe” — they go for Bangkok escorts or erotic oil massages that feel more personal. Soapies always felt mechanical: pick a number, pay, finish, leave. Today’s crowd wants connection, selfies, conversation. Some of the old buildings on Ratchada are still open, but half the rooms are empty. The real business is moving online under fancy spa names like “Tokyo Aroma” or “Butterfly Wellness.”

If you know where to look, the soapy massage scene in Pattaya still breathes quietly. A few venues around Third Road and Soi LK Metro still offer the full bubble bath service, but everything is coded. They don’t call it “soapy” anymore — they call it “exclusive foam treatment.” Same routine, same slippery fun. The difference is that you need to build trust first; walk-ins rarely get invited upstairs. It’s survival through secrecy. The old signs may be gone, but the talent isn’t — it just hides better than ever.

Economics killed it. Back in the 2000s, a soapy girl earned 5,000 baht a day and lived comfortably. Now she makes more through OnlyFans, escort work, or even Bangkok sensual massage appointments at hotels. Why risk police raids or owners taking half? Many veteran soapy masseuses turned freelance and kept their loyal clients. The culture that made soapies famous — the ritual bath, the playfulness, the fantasy — still exists, but mostly in private apartments or boutique spas where discretion is absolute. The neon dream got replaced by DMs.

I think the decline is mostly perception. The average tourist just doesn’t know where to look anymore. Ask taxi drivers or tuk-tuk guys and they’ll say “all closed,” but that’s not true. Some Bangkok erotic massage parlors still have soapy rooms — they just rebrand. Look for “Aqua Spa,” “Luxury Bath,” “Japanese Nuru Style.” Those are the new code words. The classic soapy massage in Thailand might look different now, but it’s still part of the nightlife DNA — just dressed in silence instead of sequins.