Chief Executive Officer and Managing Director of KCG Corporation Public Company Limited or KCG, Dr. Watit Tamavimok (center), launched the "Vegetarian is Good for the Soul" campaign by inviting people to enjoy vegetarian food without boredom as a way to welcome the 2023 Vegetarian Festival. The aim was to create Western-style variations and new flavors to promote sweet and savory vegetarian food. A team of seven KCG Ambassador Chefs developed a Western-style vegetarian cookbook with 30 vegetarian menus that are good for the soul and are made from more than 100 premium ingredients. Lydia-Saranrat and Demi, the first pair of Imperial brand ambassadors, joined KCG in conveying the delicious experience of Western-styled vegetarian menus, along with organizing a special promotion where a total of five people were eligible to win a prize upon purchasing campaign-related products. The prize was a trip to strengthen morale and pay homage to Buddha with Mor Chang in Macau for three days and two nights. KCG launched this campaign on September 12, 2023, at Central World Shopping Center which delighted all vegetarian enthusiasts.