三角巧克力是如何與航空旅行聯(lián)系在一起的

三角巧克力是如何與航空旅行聯(lián)系在一起的

Toblerone may not be the most famous chocolate brand in the world, but it's arguably the most iconic -- especially when it comes to travel.

三角巧克力也許不是世界上最著名的巧克力品牌，但它無疑是最具標(biāo)志性的——尤其是在旅游時(shí)。

Even if you don't know Toblerone's name, odds are good you can recognize it just by its shape. From the other side of a busy, crowded duty-free shop, it's easy to spot the pyramid-shaped, gold foil-wrapped chocolate bars the brand is known for.

即使你不知道三角巧克力的名字，你也很有可能僅憑形狀就能認(rèn)出它。在一家繁忙、擁擠的免稅店的另一邊，你很容易就能看到這家品牌聞名的金字塔形狀、用金色箔紙包裹的巧克力棒。

In an increasingly connected world, where Coke cans and iPhones are as omnipresent in Malaysia as they are in Manhattan, opening up a Toblerone still manages to feel like an experience you can't quite replicate at home.

在一個(gè)聯(lián)系日益緊密的世界里，可口可樂罐和iPhone在馬來西亞和曼哈頓一樣隨處可見，打開三角巧克力仍然讓人覺得這是一種在國內(nèi)無法復(fù)制的體驗(yàn)。

"[Toblerone] represents travel," says Marianne Klimchuk, chair of the Packaging Design department at New York's Fashion Institute of Technology. "The type style is like a vintage luggage label. It has authenticity and European cultural heritage. For something that is so dated in history, it feels very fresh."

“(三角巧克力)代表著旅行，”紐約時(shí)裝技術(shù)學(xué)院包裝設(shè)計(jì)系主任瑪麗安•克里姆丘克表示。它的款式就像一個(gè)復(fù)古的行李箱標(biāo)簽。它具有真實(shí)性和歐洲文化遺產(chǎn)。對于歷史上如此陳舊的東西來說，它給人的感覺非常新鮮。”

Despite its timeless feel, the candy is a relatively spry 112 years old.

盡管這款巧克力經(jīng)久不衰，但它已經(jīng)有112年的歷史了。

Toblerones were invented in 1908 by Swiss chocolatier Theodor Tobler, who came up with the idea of filling creamy chocolates with crunchy Italian torrone. That was the origin of the name Toblerone -- a mashup of Tobler's name and the filling's.

瑞士巧克力制造商Theodor Tobler在1908年發(fā)明了三角巧克力，他想出了在奶油巧克力中加入松脆的意大利牛軋?zhí)堑闹饕?。這就是“Toblerone”這個(gè)名字的由來——是Tobler的名字和餡料的混搭。

Food writer and cookbook author Irvin Lin, like many kids around the world, grew up associating Toblerone with travel and exoticism. His Taiwanese-American family in St. Louis didn't have a lot of opportunities to travel or to eat sweets, so Toblerone became an indulgence.

和世界各地的許多孩子一樣，美食作家和烹飪書作者歐文·林在成長過程中將三角巧克力與旅行和異國情調(diào)聯(lián)系在一起。他住在圣路易斯的臺(tái)灣裔美國人家庭沒有太多機(jī)會(huì)去旅游或吃甜食，所以三角巧克力成了他們的嗜好。

"It was something I associated with being a child, and that exclusivity of only getting it at the airport," he explains. "Purchasing a Toblerone was very special for me. My friends' families would go on vacation and they brought back this chic, European, long triangle-shaped chocolate. I never saw [Toblerones] at a grocery store. I thought you could only get it at the airport or when you were traveling and part of the jet set."

他解釋道:“這讓我聯(lián)想到自己還是個(gè)孩子，而且只能在機(jī)場買到。”“買三角巧克力對我來說很特別。我朋友的家人去度假，他們帶回了這種時(shí)髦的，歐洲的，三角形的長巧克力。我從來沒有在雜貨店看到過(三角巧克力)。我以為只有在機(jī)場，或者在旅行的時(shí)候，或者在飛機(jī)上才能買到。”

While many consumers see the picture of an Alpine mountain on the package and assume the triangle shape of the candy is meant to emulate that, a representative from Toblerone says it wasn't the original intention. "Most people believe the shape is a symbol of the Swiss mountain landscape ... but the real story is actually about [how] Mr. Tobler wanted to create something different, going against the norm, a triangle in a world that was square."

雖然許多消費(fèi)者看到包裝上的高山圖案，認(rèn)為三角形狀的巧克力是為了模仿高山圖案，但三角巧克力的一名代表說，這并不是設(shè)計(jì)初衷。“大多數(shù)人認(rèn)為這個(gè)形狀是瑞士山景的象征……但真正的故事是關(guān)于Tobler先生如何想要?jiǎng)?chuàng)造一些不同的東西，打破常規(guī)，在一個(gè)原本是正方形的世界里創(chuàng)造一個(gè)三角形。”

Although the quest to turn a bigger profit means that some food brands have strived to get themselves stocked in every grocery store in the world, Toblerone stands out as the rare product that hasn't tried to be all things to all people. They don't have any celebrity spokespeople or a catchy jingle. Despite the fact that you can get an identical Starbucks latte in any major city, a Toblerone chocolate bar still has a sense of insider access.

雖然追求更大的利潤意味著一些食品品牌努力讓自己在世界上的每個(gè)雜貨店都有存貨，但三角巧克力脫穎而出，因?yàn)樗且环N罕見的產(chǎn)品，并沒有試圖成為所有人的所有東西。他們沒有名人代言人，也沒有悅耳易記的歌曲。盡管你在任何一個(gè)大城市都能買到一模一樣的星巴克拿鐵，但三角巧克力棒仍然給人一種觸動(dòng)內(nèi)心的感覺。

Klimchuk agrees. "The feeling of luxury and indulgence is where [the brand] hits the mark across cultures. That equates to how a traveler feels when they travel -- it's a treat, and when you travel you are treating yourself."

克里姆丘克表示贊同。“奢侈和放縱的感覺是(這個(gè)品牌)在不同文化中擊中目標(biāo)的地方。這和旅行者旅行時(shí)的感受是一樣的——這是一種享受，當(dāng)你旅行時(shí)，你就是在款待自己。”