The New Brain Juice

A Singapore-based beverage start-up is using neuroscience and AI to concoct a sparkling productivity drink with an East-meets-West approach.

- KAREN FONG

As a millennial with two young kids, Paul Tan often encounters "the 3pm crash", which requires an energy boost to get through the day. As a former FX trader in the corporate banking industry, the long hours and "always on" mentality left him tired and drained.

When the pandemic hit, he saw how his wife, Cherie Lui, a former regional marketing manager, was also tired while they were working from home. She cites insomnia and general sleep issues related to caffeine intake from drinking coffee.

The couple's shared sluggish experiences were the main inspiration for starting Flojo, a Singapore-based drink company, in April. Tan had already dabbled in the wellness industry, creating tinctures primarily targeted at the North American market.

Still, he and Lui turned their focus to what they call a "productivity drink". With US$600,000 ($791,000) from angel investors, they launched Flojo at this year's FHA Food and Beverage trade show in Singapore.

Flojo, a portmanteau of "flow state" and "mojo", is made of carbonated water and tea extract and uses a potent mix of Western and Asian herbs, such as reishi mushroom, echinacea, and calendula. They are scientifically proven to boost one's cognitive function.

While many energy drinks are on the market, none are geared directly at focus and productivity. To this end, Tan and Lui wanted to ensure their product was science-driven, healthy, and plant-based.

EAST MEETS WEST