CEO Hou Zelong expects the S$45 million Chinese spa to break even in four years
When House + Bubble announced its arrival in Singapore, it quickly became one of the most talked about spas here.
But the buzz proved short-lived. The S$45 million Chinese spa, billed as Singapore’s largest 24-hour center of its kind, has come under scrutiny for hygiene lapses, inconsistent service, and even allegations of mistreatment of staff—issues that sparked online debate and dampened initial excitement.
Still, CEO Hou Zelong takes it in stride.
“Although we have received criticism, we accept it humbly and we will improve,” he said in a recent interview with The Straits Timesadding that the business continues to see support despite the setback.
“We still have a lot of fans; we have to fix ourselves.”
Even though the company is working to regain its footing, its releases have hit a few snags.
The spa says it has about 300 visitors a day
House+ Bubble is currently open after its soft launch, where guests had access to the spa, massage services, pools, and restaurants for an entrance fee of S$49.
In response to the backlash, the spa temporarily closed its swimming pools on March 3 for what it described as “internal facility maintenance,” while lowering the fee to S$39.
The spa was scheduled to officially open in mid-March, but this has been pushed back to an unconfirmed date before May as the team continues to make operational improvements.
If the May opening goes according to plan, it will occupy approximately 49,000 sq ft, eventually reaching approximately 100,000 sq ft when fully completed.
Despite the delay, House+ Bubble is already looking ahead. According to Hou, the operator is exploring new locations, confident that demand can support an additional location or two.
Currently, the spa claims to receive an average of 300 visitors each day, about 60% of whom are locals. Hou expects the business to break even within four years.
Hygiene complaints and allegations of mistreatment of workers
Earlier this month, reports highlighted that the launch of House+ Bubble was surrounded by mounting criticism, almost a week after it went live.
Online reviews and social media posts highlighted cleanliness issues, constant pool temperatures, and misleading advertising—such as claims of “unlimited massages” that only apply to massage chairs during the soft launch.
Bathrooms and shared facilities were also reported to be in poor condition, with combs showing visible dandruff and public skin bottles with stray hairs.
Concerns about staffing have also surfaced.
Some workers reportedly left after a while because of “mismanagement” and limited breaks during long shifts, creating a staffing shortage that has compounded operational problems.
While the spa did not respond Vulcan Postquestions, said Hou The Straits Times it has become clear that the reliable manufacturing of the Chinese spa business model does not translate seamlessly into the Singapore market.
Another important change underway is the renewal of its membership program.
The original model had tiered memberships starting at S$500, which offered special prices for add-ons such as restaurant buffets and a range of treatments—a set-up that drew criticism from some early customers.
The new approach will consolidate access and remove unpopular additional costs, aiming to provide clear value, Hou said.
About a month after the soft launch, which served as a testing period, Hou concluded that a simpler and more straightforward approach resonated better with Singaporean customers.
“We are not just a bathroom or a spa”
Adding to House+ Bubble’s challenges is growing competition in Singapore’s wellness scene, with at least 10 wellness-focused spots opening in the past two years.
However, Hou remains undaunted.
“We are not just a bath or a spa. We have facilities that attract many different groups. It is a comprehensive resort,” he said. The Straits Times.
Current spa offerings include hot spring pools, steam rooms, and massage services. The women’s section has a Himalayan salt treatment room, while the men’s section offers a mugwort treatment room.
Soon, a VIP KTV room the size of a small apartment and a teppanyaki grill with an expanded buffet menu are expected to open.
When fully operational, House+ Bubble will expand its range of offerings to include a cinema, meditation room, and e-sports lounge alongside its heated pools and saunas. It will also feature kid-friendly areas, ice baths, gender-neutral pools, and a storm shower designed to simulate squalls and lightning.
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Featured Image Credit: House+ Bubble
