IconSiam Launches J-Licious Vegetarian Festival with Over 1,000 Dishes
IconSiam has launched the J-Licious Vegetarian Festival, offering over 1,000 vegetarian dishes from across Thailand’s four regions and donating 200 meal boxes daily to local communities. The opening ceremony on October 9 featured cultural performances, a Phuket‑style procession, and appearances by officials and MasterChef chef Geno Chitsak. The event blends food, faith, and local wisdom to promote a modern vegetarian experience.
IconSiam, the world-class riverside landmark, together with ICAS Lifestyle Complex and Mueang Sukhsiam, is welcoming the 2026 Vegetarian Festival at the ‘J-Licious’ event under the concept ‘Try Vegetarian Longevity for Body and Mind’. The festival invites visitors to experience a new perspective on vegetarian eating, offering more than 1,000 carefully selected dishes from top restaurants, along with local cultural wisdom and stories of faith, food, and community life. Organizers will also donate 200 vegetarian meal boxes daily to local communities.
On October 9, 2026, IconSiam and Mueang Sukhsiam held a grand opening ceremony for the Vegetarian Festival. The ceremony was presided over by Yuthika Isarangkoon Na Ayutthaya, Deputy Permanent Secretary of the Ministry of Culture, together with Jutagapan Tachawatthanawekin, Managing Director of the Sukhsiam Project, and Sudarat Phoopuang, Senior Executive Director of Human Resources at IconSiam Co., Ltd. Before the opening, officials and executives performed a worship ceremony to the Bodhisattva Guanyin, the deity Dao Bo Hong Kun, the heavenly mother of the stars, and the deity Kiwu Ong Tang Tao.
Following the rites, a procession known as the ‘Iu Geung’ or heavenly king parade circled Mueang Sukhsiam, replicating a traditional Phuket vegetarian ritual to share the province’s faith‑based vegetarian customs with the public.
Jutagapan Tachawatthanawekin said this year’s festival, organized with the Ministry of Culture, Kasikornbank, YEC Thailand, the Thai Chamber of Commerce, and the Buddhanusorn Foundation, elevates vegetarian dining into a cultural experience that conveys stories of faith, food, and community. Inspired by Phuket’s vegetarian tradition, the event links sacred pathways with vegetarian cuisine from Thailand’s four regions under the idea ‘Full of Merit, Full of Vegetarian, Four Regions’.
Visitors can sample regional vegetarian dishes: Northern offerings such as nam prik ong je and ho curry; Northeastern dishes like nam tok je and crispy pork je; Southern specialties including kaeng kling je, Phuket‑style rice noodles, and stir‑fried Hokkien mee; and Central plates such as duck je rice, red pork je rice, tom yum je noodles, and yen ta fo je, plus many more, alongside desserts and snacks reflecting Thai culinary diversity.
Mueang Sukhsiam has also teamed up with MasterChef Thailand Season 3 and All Stars contestant Chef Geno Chitsak Limpharakul to create two contemporary vegetarian dishes: a local Phuket sweet ‘O‑eo’ with honey‑lime, and a je‑style soy‑filled dumpling served with a fragrant khao soi je sauce, presenting local flavors in a modern way.
Another highlight is the ‘Path of Faith’ exhibition, where visitors can explore the roots of the vegetarian precept through displays of spirit‑medium attire and cultural heritage passed down generations. At the same time, Mueang Sukhsiam has brought from China a set of divine statues — Guanyin granting blessings, the celestial mother Dao Bo Hong Kun, and the Nine Emperor Gods — to be enshrined at the Sukhsuvannasa Gate for public veneration.
