We Want You To Consume More Alcohol- Japan Tasked Youths

The majority of young adults in Japan are sober, but authorities hope to change that with a new campaign.

Less alcohol is consumed by the younger generation than by their parents, which has reduced the tax revenue from drinks like sake (rice wine).

In order to generate proposals to stop the tendency, the national tax office intervened and held a national competition.

The “Sake Viva!” initiative seeks to develop a strategy to make drinking more appealing and to grow the sector.

The competition seeks 20 to 39-year-olds to submit their business concepts to spark interest in Japanese sake, shochu, whisky, beer, or wine among their peers.

Alcohol sales have decreased, according to the organization organizing the competition for the tax authorities, as a result of new habits that were partly created during the Covid epidemic and an aging population.

It encourages participants to develop innovative concepts incorporating artificial intelligence for promotions, branding, and other aspects of business.

Japanese media say the reaction has been mixed, with some criticism about the bid to promote an unhealthy habit. But others have posted quirky ideas online – such as famous actresses “performing” as virtual-reality hostesses in digital clubs.

Contestants have until the end of September to put forward their ideas. The best plans will then be developed with help from experts before the final proposals are presented in November.

The campaign’s website says Japan’s alcohol market is shrinking and the country’s older demographic – alongside declining birth rates – is a significant factor behind it.

Recent figures from the tax agency show that people were drinking less in 2020 than in 1995, with numbers plummeting from an annual average of 100 litres (22 gallons) to 75 litres (16 gallons) per adult.

Tax revenue from taxes on alcohol has also shrunk over the years. According to The Japan Times newspaper, it made up 5% of total revenue in 1980, but in 2020 amounts to just 1.7%.

The World Bank estimates that nearly a third (29%) of Japan’s population is aged 65 and older – the highest proportion in the world.

Concerns about the future of sake is not the only problem that poses for Japan’s economy – there are worries about the supply of younger staff for certain types of jobs, and care for the elderly in the future.