Here's why the Japanese government wants more young people to drink alcohol
Japan wants more of its young people to drink alcohol because it has been discovered that less alcohol is consumed by the younger generation than their parents especially since the Covid-19 pandemic.
Why is this important?
The lack of consumption of alcohol has reduced the revenue gotten from alcoholic beverages.
To generate more revenue, Japan's national tax agency intervened and held a national competition.
The "Sake Viva!" initiative asks young people to come up with strategies and ideas to make drinking more appealing to the younger generation. The contest is for those aged 20-39 years.
According to the National Tax Agency's website, "The domestic alcoholic beverage market is shrinking due to demographic changes such as the decline in the birth rate and the aging of the population, as well as lifestyle changes due to the effects of COVID-19.
"By asking young people to propose their business plans, we will appeal to young people in this project to work for the development and promotion of Japanese alcoholic beverages, and at the same time, we will revitalize the industry by announcing excellent plans."