Central Pattana Hosts J Food Festival with Famous Restaurants, 9-18 October 2026

Central Pattana Public Company Limited is preparing to host the annual vegetarian food festival for 2026, under the name Thailand J Food Festival 2026, between 9 and 18 October 2026 at Central shopping centres nationwide. This event aims to present a new vegetarian dining experience that meets the lifestyle needs of people of all ages, by gathering over 500 vegetarian dishes from famous and leading restaurants. This reinforces its position as the most comprehensive vegetarian food destination in Thailand. Consumers can conveniently participate in this merit-making festival and enjoy their meals happily.

Revamping the vegetarian festival for a modern lifestyle

According to survey data, the plant-based food market in Thailand reached a value of 45,000 million baht in 2024 and is projected to grow to 49,500 million baht in 2025. Additionally, the survey indicates that 42.5 percent of respondents have never eaten vegetarian food before, but within this group, up to 83 percent are open to trying it this year. This data shows that modern consumers are placing increasing importance on health and environmental care. Central Pattana is therefore presenting a campaign with the concept 'The Joy of J' to transform traditional restrictions into dining enjoyment. Consumers will discover fusion dishes with novel flavours and beautifully striking food presentations.

In addition to offering food dishes, the event also features health workshops and various merit-making activities that align with trends such as gut health and the popularity of prebiotics among the new generation. This event is also supported by various brand partners such as Fitness First, THE KLINIQUE, Healthy Boy, Goodmate, and the National Blood Centre, Thai Red Cross Society. This collaboration helps to deliver a comprehensive experience that perfectly covers both health and lifestyle. Furthermore, mascot marketing is being utilised, led by 'The Veggies' characters, to build an emotional bond with people and the community.

Gathering signature dishes and famous street food

A key highlight of the event is the gathering of legendary vegetarian food from famous areas such as Yaowarat, Talat Noi, Talat Phlu, and the Nonthaburi area into the J Market zone across various shopping centre branches. These include Central Pinklao, Central Rama 3, Central Westgate, Central Chaengwattana, Central Chiang Mai, and Central Nakhon Sawan. Attendees will be able to experience traditional flavours in a modernly decorated atmosphere that perfectly retains the vibe of these old neighbourhoods. These authentic dishes are a charm that many people look forward to and purposefully return to eat during the festival every year.

For those who favour leading restaurants, the shopping centres will also feature special dishes from over 20 brands, such as FUJI JAPANESE RESTAURANT, KOI THE, ON THE TABLE, SIZZLER, SPAGHETTI FACTORY, and SUKISHI KOREAN CHARCOAL GRILL, as well as restaurants in the CENTRAL FOOD zone across 8 branches. In addition, there will be Michelin-level dishes at CentralWorld from Kiew Kai Ka, Nara Thai Cuisine, Chuan Kitchen, Ginger Farm Kitchen, and Baannok Bangkok City Edition, allowing attendees to choose and savour the deliciousness throughout the festival. It is estimated that consumers will spend an average of approximately 5,211 baht per person throughout the festival.

The news of this event is of interest to the general public who enjoy eating vegetarian food and flexitarians who wish to reduce their meat consumption, as well as restaurant operators and marketers who want to study guidelines for organising campaigns in line with modern popular trends. Various event organisers can also apply this consumer behaviour data to efficiently plan future businesses.