This year Phuket Governor Phakaphong Tavipatana announced that the nine days of Vegetarian Festival events are expected to generate some B2 billion in tourism revenue for the island. Many devotees attending the Nine Emperor Gods Festival, which is celebrated for nine days on the first evening of the ninth Chinese Lunar month, slash themselves with swords and pierce their cheeks with sharp skewers for the festival. Moreover, participants commit other painful acts like walking over burning coals to prove their devotion, according to the daily mail.