Natureland in Singapore plans robotic massage — Channel NewsAsia
Singaporean massage salon chain Natureland Wellness Group expects to launch a new Natureland Plus format by the end of 2026, featuring robotic massage technologies, artificial intelligence-based client assessment systems and “smart” therapeutic devices. Founder and CEO Fion Wu told Channel NewsAsia about the plans.
A new format on Orchard Road
The first Natureland Plus outlet is planned to open on Orchard Road in Singapore. According to Wu, the concept is intended to combine traditional massage services with technology: AI will assess a visitor’s physical condition and recommend appropriate treatments, while robotic systems may scan the back, identify treatment points and adjust pressure according to the client’s preferences.
Wu stressed that robots should not replace massage therapists but assist them. The company is considering combined treatments in particular: a robot could perform one procedure while a specialist simultaneously massages another part of the client’s body.
The new format is also expected to offer short sessions lasting from 15 to 30 minutes, aimed primarily at busy professionals. A traditional one-hour massage at the chain currently costs about 75 Singapore dollars, or US$59. Wu suggested that a robot-only treatment could cost between 50 and 55 Singapore dollars, although final prices have not yet been determined.
More current news is available on the UA.News Telegram channel Telegram.
Shortage of qualified massage therapists
Natureland has 15 outlets in Singapore and nearly 600 therapists and employees. Wu explained that the network’s further expansion is constrained by a shortage of qualified staff. The situation was also affected by a reduction in quotas for foreign workers in the services sector, which authorities announced in 2019 and implemented in stages in 2020–2021.
The chain typically opened about one new outlet per year. If technology can take on part of the work or operate alongside therapists, the company expects to open two to three Natureland Plus outlets annually in the future, provided suitable locations are available.
Robots as a complement to specialists
In Wu’s view, robotic systems can provide a more consistent level of pressure, as each therapist has their own working style. At the same time, she stressed the importance of the human factor: Natureland aims to retain employees by offering them opportunities to become trainers, move into management or work with clients.
