Phuket’s Traditional Festival Receives Prestigious Asia Festival Award
A milestone achievement for the island’s rich cultural heritage and tourism potential caught the attention of the international community at the 2025 Pinnacle Awards.
On March 20, 2025, Phuket Province celebrated the recognition of its famed Vegetarian Festival, also known as the "Jae Ji" (เจี๊ยะฉ่าย), which recently won the Asia Festival Awards in the category of "Asia-Pacific Traditional (Folklore) Festival". This award, presented at the annual Pinnacle Awards and Asia Festival City Conference held in Gyeongju, South Korea, is organized by the International Festivals & Events Association (IFEA). This accolade marks Phuket’s continued dedication to its unique cultural practices deeply rooted in local traditions.
This is not the first time Phuket has been recognized; in 2024, the province was awarded the Grand Pinnacle Award, the highest honor at the international level for festivals and events, marking a landmark achievement for Thailand as it was the first time the country received this prestigious award.
Leading the delegation to accept the award were Mr. Phatthanachai Singharawara, the Director of the Office of Promotion of Meetings and Incentives, along with Mr. Kittisak Saptawee, Secretary of the Phuket Association of Vegetarian Festivals. They were accompanied by Assoc. Prof. Dr. Kulada Phacharaworakul, Head of the Tourism Management Department at Prince of Songkla University, Phuket Campus.
This year's festival is especially noteworthy as it coincides with the 200th anniversary of the "Jeh Cai Sala Jao Kuab Rob" (เจี๊ยะฉ่ายศาลเจ้ากะทู้) celebrations in Phuket. Scheduled from October 21 to 29, 2025, the festival is expected to attract significant participation and further promote cultural activities on the island.
In a related development, Khun Ying Patama Leeswadtrakul, a member of the International Olympic Committee and Vice President of Badminton World Federation, announced that an international badminton competition, the "Toyota Phuket International Series 2025", will take place during the first week of April. It will feature a total prize pool of $5,000 (around 170,000 THB) and is expected to draw considerable local and regional interest. This event will run from April 1 to 6, 2025, at the 4,000-seat (Saphan Hin) venue in Phuket.
Additionally, the KLPGA Tour's "Blue Canyon Ladies Championship 2025", ongoing from March 13 to 16, 2025, also saw notable participation amidst challenging weather conditions. Featured players such as Ko Ji-woo from Korea and Miu Yamashita from Japan jointly led the first round with a score of 7 under par 65. Thai golfer Pro Piano Apichaya Yubol was seen performing admirably, finishing fourth with a score of 5 under par 67.
Adding to the promotional activities leading up to the Blue Canyon Championship, several renowned golfers participated in a golf clinic aimed at educating young enthusiasts about the sport. This community outreach event successfully engaged local children and parents, demonstrating golf's potential as a development tool and cultural ambassador for Phuket.
In an ambitious move to boost tourism, the governmental body has outlined plans leading into the third quarter of 2025 to provide seamless entry experiences for tourists. On March 20, 2025, South Korea announced that it would waive visa requirements for Chinese tourists, aiming to stimulate its tourism sector and prepare for a major summit of Asia-Pacific economies later this year. This move comes on the heels of similar initiatives, as a survey by the Tourism Authority of Thailand highlighted K-pop's impact on attracting visitors aged 20-30 years to South Korea.
The significance of these developments cannot be overstated. As tourism slowly rebounds from pandemic restrictions, the South Korean government projects a target of welcoming 18.5 million tourists by year-end 2025, facilitated by cultural events, enhanced promotional strategies, and a focused effort to attract a younger demographic excited about the K-pop phenomenon.
Overall, Phuket’s recognition in prestigious international awards and the strategic tourism initiatives from neighboring South Korea highlight the region's growing potential, both in cultural appreciation and its promise as a global travel destination.
