This year's king was paraded through the town on Thursday, where he was crowned by the Queen of Puck - an honour bestowed on a local schoolgirl. He appeared relaxed, if occasionally bemused, during his coronation.
The festival will feature music, street performers and a horse fair.
As for King Puck, organizers say he is to be treated royally during his brief reign with a diet of ash tree branches, water and cabbage to sustain him until he returns to his mountain home following his dethronement ceremony.
Organisers expect to welcome more than 100,000 visitors during the festival which runs until Aug. 12.