Rose Water's "NO-MU-BA-RA" to Elevate Your Style

Elevate Your Breath
Rose Water "NO-MU-BA-RA"

Text by Shinobu Katsura (This Magazine)

Currently, "NO-MU-BA-RA" (Drinking Rose) is creating a buzz.

NO-MU-BA-RA is additive-free rose water from "Enio Bonchev," a company that owns the only rose farm in Bulgaria—the birthplace of the world's finest rose oil and rose water—certified by the international organic certification body IMO (headquartered in Switzerland).

While not yet widely established in Japan, in Eastern European Bulgaria, known for its Damask rose production, rose essence has been used as a beverage since ancient times. The sweet aroma of Damask roses is known for its relaxing effect, and in recent years, it has increasingly been used in beverages and food. Of course, it is also highly regarded as a fragrance, with Bulgarian roses accounting for 70% of all roses used for perfume globally today.

This luxurious custom, unique to its region of origin, can be easily realized with "NO-MU-BA-RA." It comes in convenient individual packets for portability, and you can adjust the amount to your liking.
Its uses are diverse: besides mixing with water, it pairs exceptionally well with hot tea, oolong tea, or whiskey and shochu highballs. Being liquid, it can also be used in baking or as a salad dressing.

Elevate Your Breath with Rose Water "NO-MU-BA-RA"

Effective for Bad Breath and Body Odor

Various factors can cause bad breath, including lifestyle habits, diet, dry mouth due to emotional stress, and periodontal disease. If the cause is your oral environment, visiting a dentist is recommended. However, for bad breath caused by strong-smelling foods, smoking, or emotional stress, regular consumption of NO-MU-BA-RA allows the high-purity rose oil to reach the stomach and intestines directly, gradually improving the condition. Furthermore, the rose components absorbed into the body are expelled externally through sweat and other bodily fluids, which is how your body comes to emit a rose fragrance.
As mentioned earlier, it also has a relaxing effect. Taking it with water when feeling intense tension or stress not only soothes dryness but also provides relaxation, offering a double benefit.

Of the five senses, smell is the most primal. It is said to remain active even during sleep. Therefore, it profoundly influences our psychological state of pleasure or displeasure. Haven't we all experienced moments in our daily lives when a particular scent triggers a flood of associated memories? This demonstrates how deeply "scent" imprints itself on our impressions and memories of others.
While leaving a positive impression with a fragrant perfume is lovely, the subtle aroma of roses emanating from one's breath or body is far more captivating and enchanting.
From now on, elevating your breath with an inner fragrance is the smart choice.