CEO Hou Zelong anticipates the S$45 million Chinese spa to reach breakeven in four years
When House+ Bubble announced its arrival in Singapore, it quickly became one of the most talked-about spa openings here.
But the buzz has proven short-lived. The S$45 million Chinese spa complex, touted as Singapore’s largest 24-hour facility of its kind, has come under scrutiny over hygiene lapses, inconsistent service, and even allegations of staff mistreatment—issues that have sparked debate online and dampened initial excitement.
Still, CEO Hou Zelong is taking it in stride.
“Though we have received criticism, we humbly accept it and will improve,” he said in a recent interview with The Straits Times, adding that the business continues to see support despite the backlash.
“We still have many supporters; we just have to sort ourselves out.”
Even as the company works to regain footing, its rollout has hit a few bumps.
The spa claims to have an average of 300 visitors per day
House+ Bubble is currently operating in a half-open state following its soft launch, during which guests could access the spa, massage services, pools, and dining areas for a S$49 entry fee.
In response to the backlash, the spa temporarily closed its bathing pools on Mar 3 for what it described as “internal facility adjustments,” while reducing the fee to S$39.
The spa was initially slated for an official opening in mid-Mar, but this has since been pushed back to an unconfirmed date before May as the team continues to fine-tune operations.
If the May opening goes according to plan, it will span approximately 49,000 sq ft, eventually reaching nearly 100,000 sq ft once fully completed.
Despite the delay, House+ Bubble is already looking ahead. According to Hou, the operator is scouting new locations, confident that demand could support one or two additional outlets.
Currently, the spa claims to welcome an average of 300 visitors each day, about 60% of whom are locals. Hou anticipates the business will reach breakeven within four years.
Hygiene complaints & staff mistreatment allegations
Earlier this month, reports highlighted that House+ Bubble’s launch had been overshadowed by mounting criticism, just about a week into its operations.
Online reviews and social media posts have highlighted hygiene issues, inconsistent pool temperatures, and misleading advertising—such as claims of “unlimited massages” that only applied to massage chairs during the soft launch.
Bathrooms and shared amenities were also reportedly in poor condition, with combs showing visible dandruff and communal skincare bottles containing stray hairs.
Staffing concerns have also emerged.
Some employees reportedly left after short stints due to “poor management” and limited breaks during long shifts, creating manpower shortages that have compounded operational issues.
While the spa did not respond to Vulcan Post’s queries, Hou told The Straits Times that it has become clear a faithful reproduction of the Chinese spa business model does not translate seamlessly to the Singapore market.
One key change underway is the revamp of its membership scheme.
The original model had tiered memberships starting at S$500, which granted preferential rates on add-ons such as restaurant buffets and a range of treatments—a setup that drew criticism from some early customers.
The new approach will bundle access and remove unpopular add-on costs, aiming to provide clearer value, Hou said.
Close to a month since its soft launch, which served as a testing period, Hou concluded that a simpler and more straightforward approach resonates better with Singaporean customers.
“We are not just a bathhouse or spa”
Adding to House+ Bubble’s challenges is growing competition in Singapore’s wellness scene, with at least 10 recovery-focused venues having opened over the past two years.
Yet, Hou remains unfazed.
“We’re not just a bathhouse or spa. We have attractions for many different groups. It is a comprehensive leisure complex,” he told The Straits Times.
The spa’s current offerings include hot spring pools, steam rooms, and massage services. The women’s section features a Himalayan salt therapy room, while the men’s area offers a mugwort herbal room.
Soon, a VIP KTV room the size of a small apartment and a teppanyaki grill to complement 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 hot pools and saunas. It will also introduce kid-friendly zones, ice baths, mixed-gender pools, and a storm bath designed to simulate squalls and lightning.
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Featured Image Credit: House+ Bubble