It all started in December 2019 when Alex Soh went to Ethiopia to source specialty coffee beans from the coffee farmers in the mountains. Whilst he was there, he was taken aback by the poverty in the area. The locals lived in primitive housing with poor sanitation and had no access to clean running water and electricity. After 5pm when the sun sets, they would be living in darkness till the next morning when the sun rises. As the saying goes, “When there is light, there is hope”. So through this project's initiative, our goal is to be able to raise funds to enable the installation of solar lights in 100 farmers’ homes so that the children can study, the adults can work and they can have a better quality of life.

Alex Soh is a firm believer in the power of photography to communicate ideas and emotions. He desires to capture the wonders of nature that will compel people to worship its wonderful Creator.

Formally trained in Graphic Design, Alex’s journey as a graphic designer started in 1995. He started in an advertising firm, TV production house and there after in a design house. Later on, he setup his own design studio, providing one-stop service from photography to design and print. In his creative path for the last 25 years, he literally travelled all over the world and was involved in numerous projects, from TV commercials to documentary production. He has done shoots for big brands such as Nikon Tokyo, Adobe, Singapore Tourism Board from photo documentory to corporate clients. Today, he does mostly travel and fine art photography, concentrating on scenery to build a photo library companies. Alex is also one of the world few gettyimages contributing photographer.

With many years of experience in handling print media, Alex has comprehensive and authoritative knowledge in this particular area. He has been commissioned by one of the publishers in US to conduct press check in China. He was also invited to be one of the ILFORD Master photographer and ILFORD Brand Ambassador to be featured together with some world-class photographers and artists from around the world. Nikon Ambassador in Singapore (2010-2015), Epson Ambassador in Singapore. He is an active promoter of fine art photography in Singapore and China. He has given talks to thousands of photographers on fine art photography to promote photographic exhibitions in the region. He has accomplished six solo exhibitions and many group exhibits in Asia.