Why Japan is urging young adults to drink more alcohol

Japan’s National Tax Agency is urging the public to drink more alcohol in a new contest aimed at young adults. The reason? Tax revenues from alcoholic beverages have declined over the past few decades as more and more young people in the country cut back or give up alcohol altogether.

The competition, called Sake Viva!is open to individuals or groups between the ages of 20 and 39. Organizers are asking applicants to submit a business plan that would boost national demand for alcohol among a younger population.

The finalists will be judged in Tokyo on November 10 and the winner will receive support to implement their plan.

But the new contest has come under criticism as it follows restrictions on alcohol put in place in Japan in the wake of the COVID-19 pandemic.

“I think it’s a terrible idea,” bartender Suzumo Sakurai told CBS News correspondent Lucy Craft. “It’s like trying to get people to smoke more.”

He said Japan had a long tradition of alcohol ties, but people were starting to get wiser.

In a 2020 reportJapan’s National Tax Agency reported a 10% drop in tax revenue from alcoholic beverages compared to 2019. According to the agency, factors such as COVID-19 and changing demographics have disrupted sales of alcoholic beverages. alcohol in Japan.

Non-alcoholic bars and low-alcohol drinks have gained popularity in Japan.

“I don’t worry about my health, but I’d rather spend the money on good meals,” one student told Craft.

Comments are closed.