Doi Tung coffee was born out of a project to take fields formerly used to cultivate opium in Thailand's poorer, mountainous regions and transform them into coffee plantations. This is part of the Doi Tung Development Project, which aims to peacefully resolve the problem of narcotics. Mi Cafeto provides instruction on coffee cultivation technology on site, and together with the Mae Fah Luang Foundation, who are tackling Thailand's poverty issue, they have created a smooth, mineral-tasting coffee with a clean aftertaste.

By serving Doi Tung coffee on board, JAL, the Mae Fah Luang Foundation and Mi Cafeto are supporting the work of the Doi Tung Development Project while providing travelers with a moment of relaxation during their flight.

A non-governmental organization (NGO) established in 1969 by the Princess Mother Somdet Phra Srinagarindra Boromarajajonani, mother of Bhumibol, the former king of Thailand. The organization's aim is to create new employment opportunities and solve the issue of poverty for the minority peoples living in northern Thailand along the Myanmar border, whose livelihoods relied on opium cultivation, human trafficking and weapons smuggling.

A project run by the Mae Fah Luang Foundation since 1988. The aim of the project is to help the minority peoples in the region known as the Golden Triangle, who are dependent on opium cultivation, to escape from a life burdened by deforestation and poverty. Work was provided mainly for men through reforestation and coffee- and macadamia nut cultivation, while employment for women was created through the establishment of factories for pottery, textiles and paper-making.

This coffee is produced by the six minority peoples who live in the project area. In order to increase production quantity and further improve the quality of the coffee, in 2014, the Mae Fah Luang Foundation requested instruction on coffee cultivation technology from José Kawashima, head of Mi Cafeto.