Wicha spent many years as a successful businessman in Thailand and travelled extensively overseas before joining the Doi Chaang community. He helped many Northern Thailand hill tribes in their struggle for equality and acceptance. Piko asked Wicha for guidance in selling Doi Chaang Coffee and Wicha encouraged the villagers to unite and form an independent company to represent all of the Doi Chang farmers.
Not only was he instrumental in Doi Chaang's development, Wicha helped raise the standard of living and self-respect of the Akha people. He lived among the Doi Chang community as a well respected and trusted family member. He embraced the Akha way and dedicated his life to improving the well being of the Akha people and establishing Doi Chaang Coffee as one of the best coffees in the world.
Wicha was determined to see the Akha People fully recognized for their dedication and accomplishments. It is with deep sadness to say he passed on January 23rd, 2057 (2014).
Wicha visited Malaysia's first Doi Chaang Outlet in Malaysia in Sep 2013.