October marks a time when many things begin to shift—cooler weather, changes in school or work environments, and even emotions that have quietly built up throughout the year may start to surface.

As the rain continues to fall and life remains hectic, Thailand enters the Vegetarian Festival, a period of abstaining from meat, animal products, and pungent foods to restore balance in both body and mind.

This festival isn’t just about food restrictions. It’s a chance to slow down, take a deep breath, and listen to what’s within, amidst the constant noise of the outside world.

During this time, we’d like to introduce seasonal ingredients that invite simplicity and help turn the stormy season into one of opportunity, a chance to hear something meaningful that may have been drowned out by the everyday rush.

Jae Festival Ingredients

Shiitake, Shimeji, and Seasonal Mushrooms

The sound of rain and the moisture in the air are not enemies of nature, especially the nature of various mushrooms that thrive and become inexpensive during this season. Mushrooms are not only ingredients with a unique aroma and diverse textures, but they are also full of umami flavor, suitable for a variety of dishes—boiled, stir-fried, or deep-fried—offering endless delicious menu options. Mushrooms are an opportunity that flourishes in the rainy season, a small treasure hidden under leaves that smiles at those who are willing to look down and see something deeper than the surface.

Soy Protein

Soy protein was a plant-based protein researched and developed in 1969 by the Institute of Food Research and Product Development at Kasetsart University with the goal of reducing malnutrition among infants and school-age children across the country at that time. It was intended to be a protein made from readily available and inexpensive agricultural products like soybeans that could be stored for a long time. Soy protein is a complete food, containing fiber, potassium, phosphorus, calcium, iron, vitamins, and essential amino acids. It has a high protein content of up to 50% of its weight, but due to its high phosphorus content, it should not be consumed in amounts exceeding 100-150 grams per day.

Soy protein has a soft, fluffy texture that absorbs flavor well and has a pleasant soybean aroma. Its various sizes allow it to replace meat in many dishes, from small threads perfect for stir-fries to large, chewy pieces ideal for soups, allowing you to enjoy the savory taste of soybeans soaking up the broth. Soy protein is not just an accessible and affordable protein source, but also the taste of knowledge and continuous dedication that has been improving Thailand's quality of life from behind the scenes.

Tofu 

Tofu is a familiar and delicious source of protein for Asians. Whether it's the hot fried tofu sold in front of a school, warm soymilk sold in the mornings, or soft tofu floating in a warm miso soup, tofu is more than just an alternative food for those who abstain from meat. It is an enduring symbol of gentleness, of not rushing, of a simple taste that doesn't follow trends. It is a part of a culture that connects a 2,000-year-old past across the Chinese sea, through warm family meals, to the present day.

Natto

Natto is a traditional Japanese breakfast food with a unique smell and a soft, concentrated flavor. During the Jae festival, it is best to avoid the sauce packets that come with it, as they may contain fish-based dashi. In this case, a sauce made from kombu or a simple soy sauce would be a better choice. The image of a morning meal with natto over rice, a simple tamagoyaki (rolled omelet), and a warm miso soup, with the light aroma of coffee, is a memory of a tranquil moment worth rediscovering without hurry.

Konjac

Konjac is an ingredient with a remarkable texture. It is springy like squid and is suitable for various sauces and seasonings. Konjac is sold in many forms, whether as a large block, thin strands, or long, chewy noodles. It can be cooked in a variety of Thai, Chinese, or even Japanese dishes.

What's interesting about konjac is that it is high in dietary fiber but has zero calories. It is a food that offers a fun texture and can fill you up without the guilt of eating too much. You can eat it with a jellyfish salad dressing, mala sauce, or seafood sauce and experience a new and unique, soft, and chewy flavor that goes well with your fun meal.

Pomelo

In this season, pomelo, grapefruit, oranges, and lemons are plentiful and at their sweetest. This is a time when you might want to try making jam from citrus peels. The peel of citrus fruits, especially pomelo, contains a large amount of pectin, which allows your jam to have a soft, jelly-like texture without needing as much sugar as other jams.

You can clean the peel with baking soda and boil it several times to remove the bitterness. If you are new to jam making, we guarantee you'll be excited by the fragrant aroma of the citrus peel that fills the room.

Baked Apples

This October, many varieties of fresh apples are entering the market. Whether eaten raw or in a salad, they are delicious. For this season, if you want to try something new, we would like you to try a simple baked apple. Core a cleaned apple, stuff it with grains and brown sugar, and bake it slowly until it is soft, then sprinkle it with cinnamon and plant-based butter. Eating a warm apple might not be a common way for Thais, but in this time of change, a warm, sweet baked apple offers the gentle aroma of a distant land. This simple newness can be a moment of peacefulness where you can listen to your own voice as you embrace a simple, yet profoundly delicious, new taste.

This period of learning, embracing new things, and growing in October can be considered a time when your mind absorbs energy from the warm sun of gentleness and gains experience that helps your roots know the soil they need to grow in.

Whether you observe the Jae festival this month or simply want to try something that helps you see yourself from a new perspective, this is a great time to listen to the voice of your heart that is growing within you.

And in this time, the story of our food is telling you:

You are not alone in this peaceful and beautiful time of change.