Post-COVID Changes in Pattaya Go-Go Bars: Beneficial or Detrimental for Customers

The world-famous nightlife district has undergone a drastic change.

“Compared to before the pandemic, the pricing set by the shops has become more aggressive. The management style of the shops has changed to a system that more effectively generates profits.”

This is what Te’o, a Japan-based regular customer of the go-go bars in Pattaya, Thailand, says. He has been visiting the Walking Street area in Pattaya three times a week since around 2018 and his detailed analysis and rankings of the go-go bars in the area, published on his blog, have gained attention among fans.

In 2023, Pattaya, Thailand, reportedly attracted 23 million visitors. Pattaya, a beach resort that originated during the Vietnam War when it served as a rest area for the U.S. military, is globally known not only for its beaches and water sports but also as a nightlife hub.

Among the attractions, “Walking Street,” a 600-meter-long street along the Pattaya beach, is the area that draws the most tourists. On both sides of the street, seafood restaurants, live bars, and clubs are lined up, making it the center of the nightlife scene. The street is crowded with tour groups and visitors, and at night, it becomes so packed that it’s difficult to walk. Pattaya offers a wide variety of adult entertainment options, but one of the most iconic types is the go-go bar. Walking Street is the most concentrated area for go-go bars and is currently the hottest place for go-go bars in Thailand.

The go-go bar is said to have originated during the Vietnam War. It is a type of bar with a stage where several women in swimsuits (or lingerie or bondage-style outfits) dance. In reality, most of the women simply sway their bodies to the music, which serves as a meet-and-greet. If a customer likes a woman, they can call her over and have a drink together. If the customer desires more, they can pay the bar fine and take the woman out of the bar. After leaving the bar, they can go to a restaurant, hotel, or explore the nightlife, but a tip for the woman is also required. The going rate for tips is around 3,000 baht for a short (short time) and 5,000 baht for a long (long time), though this varies depending on the woman.

Many stores closed due to the COVID-19 crisis.

At popular large-scale venues, the number of women on stage at once can exceed 40. Since the stage operates on a rotation system, the number of dancers working inside the venue is roughly three times that number, making the sight of so many women in swimsuits crowded together quite a spectacular view. The pricing is generally limited to the cost of drinks. A bottle of beer costs around 180 baht (about 4.5 yen per baht as of December 19), making it attractive to hop between multiple venues for drinks in one night. Also, most venues have a street-facing entrance where you can peek inside, making it easy for casual tourists to enter. Although it’s primarily a bar, women are also allowed to enter, though they are rarely seen.

The clientele is 100% foreign. Just like in Bangkok, during the pandemic, the go-go bars in Pattaya experienced a complete lack of tourists and many were forced to close due to long-term closures. Especially Walking Street, which underwent road repairs and renovations, has completely changed its appearance. While some venues that existed before the pandemic are still in operation, many new ones have opened. According to data from around 2016, there were more than 50 go-go bars on Walking Street alone, but now there are about 30. However, large-scale establishments have increased.

As mentioned earlier, the operating style of the go-go bars has also changed, and this has brought about changes in the way people enjoy them, according to Te’o.

 

Stores don’t want to let the girls go out.

“About 10 years ago, the bar fine was under 1,000 baht, but recently, many establishments have raised it to around 2,000 baht. This is part of a strategy where the bars aim to make money by selling drinks and avoid sending the women out. For example, if you try to take a woman out early in the evening, when the bar has just opened, you might be charged for the bar fine plus the cost of five drinks for the woman.

This is an excuse to cover the cost of drinks that the women would otherwise be required to sell if they stayed at the bar. However, in the end, it’s the bar that benefits from the drinks sales. Additionally, the bar earns more when the women work inside, so they don’t want to send them out unless necessary.”

Originally, the ‘bar fine’ was meant to be a sort of ‘penalty’ to compensate the bar for the loss caused by a woman going out. Interestingly, if you’ve spent a certain amount at the bar, even for an early exit, you won’t be charged extra for drinks. However, there are some positive changes with fewer women going out.

“Previously, when drinking with a woman, the manager or staff would often pressure you to ‘take her out,’ but that no longer happens. I feel that it’s easier to get along with the women now. I think it’s better to go with the intention of enjoying yourself at the bar, rather than focusing solely on taking the woman out,” says Te’o.

The author also visited Walking Street’s go-go bars for the first time since the pandemic and noticed that even when sitting next to a woman and drinking, there was no overt pressure from the staff to ‘take her out.’ According to Te’o, “As long as you meet the drink quota, it’s possible to earn a decent amount, and recently, fewer women have been aggressive about selling drinks.” It seems that the women are no longer as pushy as they used to be, making it feel more comfortable than before.

Although the number of bars has decreased, the number of women per bar seems to have increased significantly, which may be due to the reduction in women going out. If I had more money and time, I would visit more often.

In the paid version of “FRIDAY GOLD,” there is a list of the top 10 recommended bars on Walking Street, as well as a map showing the locations of 28 go-go bars.

 

Interviewed by Te’o

Te’o is a go-go bar connoisseur living in Pattaya, Thailand. X:@theoacttwo, blog: https://ameblo.jp/theoactone/