DB与NOA Relax and Focus的创始人Noa Fridmark谈到了他独特饮料的效果及其在中国扩展的计划。
DB spoke to Noa Fridmark, founder of NOA Relax and Focus, about the effects of his unique beverages and plans to expand the business in China.
DB: NOA Relax & Focus 有助于减轻压力和提高注意力。可以解释一下你的饮料是如何实现这一功能的吗？NOA Relax & Focus contributes to stress reduction and increased focus. Could you explain in detail how your beverage works towards this goal?
当然。这可能看起来有点矛盾，但实际上它的原理与冥想很相似。当你打坐时，你的大脑是以8-13赫兹的频率工作的。在这种状态下，你既是放松的，又是警觉的。绿茶里也有一种叫L-茶氨酸的氨基酸，它也会对大脑会产生同样的效果，让你像在冥想那样处于放松而集中的状态。在NOA中，我们添加了一种特别的含有高浓度L-茶氨酸的绿茶萃取物，喝一瓶便像做过一场深入的冥想一样。我们还加了柠檬香油，能让人放松，同时又提高认知速度。
Yes of course. It may seem a bit contradictory, but it’s actually an effect that is very similar to meditation. When you meditate the brain works in the frequencies 8-13 Hz and that’s when you feel relaxed – and at the same time alert. In green tea there is an amino acid called L-theanine that will have the same effect on the brain and put you in a relaxed yet focused state of mind, just like meditation. In NOA we added a special green tea extract with a high L-theanine content, so that one bottle will feel like a good meditation session. We also added lemon balm which will make you feel relaxed while increasing cognitive speed.
DB: 目前在NOA的网站上，我们只能看到四种产品口味。你还有别的产品能和我们分享吗？或是说哪一个产品会是你的主推？Currently on the NOA website, we can only see four product flavours. Are there any additional products you can share with us, and which one will be your main focus?
我们最受欢迎的产品是Elderflower和Rhubarb，这两款产品都有着很独特诱人的风味。我们所有的口味都源于斯堪的纳维亚，我们的天然的原材料在斯堪的纳维亚的森林和山丘随处可见。今年年尾，我们将会发布几款新口味新功能的产品。
Our most popular product is Elderflower & Rhubarb, it has a great and unique flavour. All of our flavours are Scandinavian in origin, and you can find the natural ingredients growing wild in the forests and mountain regions of Scandinavia. We have a few more flavours and also new functions ready that will be released later this year.
DB: 看来NOA Relax & Focus是一个有着奇思妙想的企业。那你采用了什么策略来推广NOA？结果如何？It seems NOA Relax & Focus is a business which brings new ideas. What are the strategies you use to promote NOA? How are the results?
我们试图通过保持自我和坚守自己的核心价值观来激励自己和他人。 NOA饮料并不完全符合社会的规范与期望，对我来说它是一个独特而又有意义的事情。关于我如何跟随自己的心离开了自己的成功事业，搬到了一个无人居住的小岛上后发现了内心的平静后想要将这份感觉置入饮料里分享给大家，这样的一个故事似乎和人们产生了共鸣。我发现这个饮料已远比仅是一个产品有趣了，它是一个不顾旁人眼光追随自己梦想的象征了。
We try to inspire ourselves and others by staying true to ourselves and our core values. NOA beverages were born out of the decision to not comply with society’s norms and expectations, but rather do what feels meaningful to me as an individual. The story of how I followed my heart, quit my successful career and moved to a small uninhabited island, found inner peace and wanted to share the feeling from the island in a beverage seems to resonate with people. I find the beverage much more interesting as a symbol of following your dreams regardless of what others think of it, rather than just a product.
似乎NOA的这个故事对有很多有影响力的人都很受用，并且他们都乐于分享NOA的故事，所以它并不仅仅是一个推广战略而已，而更多的是一种生活态度的选择。媒体和各个有影响力的人及人们都乐于分享我们的故事，反响很好。
It seems like a lot of influencers pick up on that and like to share the NOA story. So it’s actually less of a strategy and more of a life choice, and the results seems to be very good. Media, influencers and people all over the world share our story.
DB: 离开快节奏的生活之后，你对你目前的生活状况有何感想？你过着平和生活的秘诀是什么？After getting away from a fast pace of life, how do you feel about your current living situation? What are your tips for living a peaceful life?
大部分时间我都感觉很好。当然，每个人的生活都有起有伏。我不会假装明白如何过他人的人生，但就我个人感觉来说，重要的是意识自己作出的选择，不随波逐流做看似应当做的事。我觉得我们所有人都造成了有一个对我们自己或人类或所有生物都不太友好的社会。我们可以选择尝试让这个社会变得更友善，方法便是开始对自己的人生负责。
我认为这是建成超越自我的积极影响的最好方式。
I feel pretty good about it, most of the time. Of course it goes up and down like life has a tendency to do for everyone. I don’t pretend to have the answers to how to live your life but for me it’s quite important to be conscious about the choices I make and not just go along with what is expected of me or what I’m supposed to do. I believe we together have created a society that’s not so friendly to us as humans or to other living creatures. It’s up to us to try to make it more friendly and it starts with taking responsibility for one’s own life. I think that’s the best way to also have a positive impact way beyond one’s self.
DB: NOA Relax & Focus未来的计划是什么？What is your future plan for NOA Relax & Focus?
我很乐意与更多优秀的中国分销商合作，并让更多中国人尝试NOA。就我个人而言，我真的非常喜欢花更多的时间去了解更多的文化，人民和传统。
I would love to partner up with a good distributor in China and make NOA available to more people in your country. Personally I’m really fascinated and it would be great to spend more time there to get to learn more of the culture, people and traditions.
DB: 如果我们的读者对NOA的产品感兴趣，他们在哪里可以买到这款饮料呢？If our readers are interested in NOA’s products, where can they buy the beverage?
目前我们在日本，韩国，瑞典，英国，荷兰，比利时，法国，丹麦和爱沙尼亚都有销售。
Right now we are available in Japan, Korea, Sweden, UK, Holland, Belgium, France, Denmark and Estonia.
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