
For some people, this would be totally extreme, but for local Thais, this is completely normal. They ignore the pain because this ritual is a rite of passage to adulthood. This is an annual ritual performed in public to announce to the whole world that they have become adults.
The vegetarian festival in Phuket sees a great deal of devotional activities in the Chinese communities. Trance and heavy piercing are part of the tradition. This festival is held on the Southern Thai island of Phuket every year in October. Most impressive are the processions that are held almost every morning during the ten days of the festival. The processions feature devotees of the different city shrines which act as "mediums" for the Chinese Gods. Some of the mediums put sharp objects (mostly metal objects) through their cheeks as an act of devotion for themselves and for the whole community. Other rituals that are performed include walking barefoot over hot coals and ascending ladders with bladed rungs.
All the mediums act involuntarily while in a trance, which allows them to endure the long piercing sessions. Although the wounds are said to be healed completely after the service, scars accumulate on their faces year after year.