Have you ever wondered where rolling papers came from? Before they became shelf staples at dispensaries and convenience stores, these thin sheets of smoking magic had surprisingly humble beginnings.
The story starts in Spain, where the earliest recorded use of rolling papers dates back centuries. What began as a practical solution for loose-leaf tobacco has since evolved into a global culture of craftsmanship, branding, and lifestyle—especially as Southeast Asia emerges as one of the fastest-growing markets for premium smoking products.
Today, countries like Thailand are shaping what comes next. With increased demand, expanding legalization, and a booming herb culture, rolling papers have gone from back-pocket basics to curated essentials.
In this blog, we’ll trace the full evolution: from 16th-century Spanish ingenuity to modern innovations by brands like RAW Rolling Papers and beyond.
Let’s roll back in time.
It All Started in Spain: The First Rolling Papers
Rolling papers may seem like a modern invention, but their roots stretch back over 400 years to a small town in Spain called Alcoy. Nestled in the mountains of Alicante, Alcoy was known for its textile and paper-making industries, and it’s here that the concept of rolling papers as we know them first took form.
In the 16th century, smoking habits were shifting. Pipe tobacco was common, but many began tearing pages from books—especially Bibles—and using them to roll loose leaf tobacco. The problem? Book pages weren’t meant to burn clean. They were thick, bleached, and packed with ink and chemicals that often gave smokers harsh, bitter hits.
Spanish artisans saw the need for something better. Drawing from their experience in handmade paper production, they began crafting ultra-thin sheets that were lightweight, slow-burning, and far more suitable for smoking. These early papers were created with natural fibers and minimal processing—laying the foundation for what would become an entire industry.
Alcoy became the epicenter of early rolling paper innovation. By the 1700s and 1800s, local producers had refined their techniques, turning out standardized booklets of rolling paper that could be distributed across Europe. Unlike other paper sources of the time, these papers were made specifically to burn evenly and cleanly—helping smokers enjoy their herb or tobacco without added harshness.
It’s this legacy that many modern rolling paper brands still draw from today. In fact, if you trace back the DNA of brands like RAW or Smoking, you’ll find roots that go straight to Alcoy’s early pioneers.
To dive deeper into this fascinating origin story, check out the earliest rolling paper production in Spain via BeYouLabs—a deep historical look at how necessity sparked one of the most enduring subcultures in smoking.
From book pages to hand-rolled innovation, Alcoy lit the first spark—and the world has been rolling ever since.
Rolling Paper Goes Global & How Rolling Papers Became Popular
By the early 1800s, rolling papers had outgrown their artisanal roots in Spain and were beginning to take on a more commercial identity. France, in particular, played a huge role in pushing rolling papers into the mainstream—thanks largely to one name: Rizla.
The Rizla brand (short for “Riz Lacroix”) was born in the 1860s, when the Lacroix family began producing papers using rice instead of wood pulp. The innovation was a game-changer. Not only were rice papers thinner and cleaner-burning, but they also helped cement the idea that rolling papers could be a refined, purpose-built product rather than just scrap material.
As Europe industrialized, rolling paper production followed suit. Brands began packaging their papers into booklets, marketing them to growing tobacco markets across the continent and later, the world. By the turn of the 20th century, rolling papers had become an international staple—used by smokers from Paris cafés to London pubs.
But it wasn’t until the 20th century that rolling papers began to take on deeper cultural meaning. In the 1920s and 30s, jazz musicians in the U.S. and Europe adopted rolling papers not just for tobacco, but for herbal use—setting the stage for what would become a quiet rebellion through smoke. By the 1950s, beatnik poets and underground thinkers were rolling their own as a statement of nonconformity.
Then came the 1960s and 70s. Rolling papers became symbolic tools of the counterculture, tied to reggae, rock, anti-war protests, and a growing movement that questioned authority and embraced freedom of expression. As demand grew, so did innovation—leading to more brands, better quality, and new formats.
To explore how rolling papers spread globally over the last two centuries, ProClouds has an excellent historical deep dive into the paper’s evolution through political, cultural, and global shifts.
The Rise of Premium Brands (RAW, ELEMENTS, SMOKING)
As rolling papers moved from necessity to lifestyle, a new generation of brands stepped up to redefine the category. What was once a plain, utilitarian product is now a curated experience—thanks to innovations in material, design, and brand storytelling.
The modern rolling paper revolution can be traced back to brands like RAW, which completely disrupted the industry with its commitment to unrefined, chemical-free papers. Founded by Josh Kesselman, RAW’s papers are made from natural plant fibers, sealed with eco-friendly tree sap gum, and feature their signature crisscross watermark for a slow, even burn. The brand didn’t just offer a product—it offered a philosophy of purity, sustainability, and authenticity.
Then came Elements, known for its ultra-thin rice papers that burn almost without ash. Designed for seasoned rollers who want nothing to interfere with flavor, Elements has become a favorite among purists. Their commitment to clean smoke and minimalist packaging speaks directly to a new generation of informed smokers.
Smoking Papers, with roots dating back over 100 years in Spain, evolved from a heritage brand into a modern contender. With options like Smoking Brown (unbleached and additive-free) and their limited-edition anniversary series, Smoking has kept its legacy alive while still appealing to today’s trends.
VIBES brought in a different kind of energy. Founded by rapper and entrepreneur Berner, VIBES combines premium materials with bold design and culture-driven branding. Their rice, hemp, and ultra-thin paper varieties cater to smokers who want form and function—with a bit of flair.
Mascotte, the Dutch innovator, carved out its place with precision-crafted papers, filter tips, and rolling accessories that emphasize control and consistency. Its rise in the Thai market reflects the growing demand for high-end rolling supplies.
This shift—from classic to craft—has shaped how smokers shop, roll, and talk about their papers. For a full breakdown of this rolling paper evolution and rise of iconic brands, Pure Sativa offers a detailed look at how the category has matured.
And if you’re curious about which brands are making the biggest impact locally, check out our Top 5 Rolling Paper Brands in Thailand. Premium rolling papers aren’t a niche anymore—they’re the new standard.
What Changed in the Rolling Papers in Southeast Asia?
Southeast Asia has always had a deep, regional history with herbs and plant-based rituals—but the modern rolling paper scene? That’s a new wave altogether. In just the past few years, countries like Thailand, the Philippines, Vietnam, and Malaysia have seen a noticeable shift in how and why people roll.
In Thailand especially, legalization reforms and tourism have played a huge role. As more travelers arrive from North America and Europe—where brands like RAW and VIBES are household names—they bring with them expectations around quality, burn consistency, and rolling culture. This demand trickles into the local market, influencing shops, lounges, and everyday smokers.
What’s changed isn’t just availability it’s also the preference of the users. Smokers in Thailand are no longer grabbing any pack off the shelf. They’re asking for unbleached, slow-burning, eco-conscious options. Whether it’s ultra-thin rice papers from Elements or vegan hemp blends from RAW, the appetite for premium is here, and it’s growing fast.
Meanwhile, Thai-made brands are starting to pop up as well—offering more affordable options tailored to local tastes. But imported brands still dominate the “trust” category. There’s a noticeable distinction in how experienced smokers shop: those who know the difference are looking for verified, high-quality products that won’t ruin the session.
That’s where RollingPaperThailand fits in.
As the go-to platform connecting international brands with Thai consumers, RPT bridges the gap between global quality standards and local accessibility. Whether you’re a tourist trying to restock on familiar favorites or a local looking to explore something better—RPT brings the world’s best rolling papers to your doorstep.
In Southeast Asia, rolling papers are leveling up.
Final Thoughts
What started as humble scraps of paper in 16th-century Spain has evolved into one of the most recognizable symbols of modern smoking culture. Let’s appreciate the handmade sheets of Alcoy to today’s ultra-thin, eco-conscious blends by brands like RAW, Elements, and VIBES, rolling papers have come a long way.
Now, in places like Thailand and across Southeast Asia, smokers are more informed, intentional, and style-conscious than ever. Now rolling is about feel, flavor, and experience.
Knowing the history of rolling paper, You’ll understand why certain brands matter, how materials affect your session, and what makes a paper worth trusting.
Looking to explore the best the rolling world has to offer?
👉 Shop the most trusted rolling paper brands in Thailand today at RollingPaperThailand.com—where history meets quality, and every pack is the real deal.