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Japan wants its young people to drink more

  • The National Tax Agency in Japan is holding a contest asking those aged 20-39 to share business ideas for increasing alcohol demand among young people.

  • The campaign, called “Sake Viva!”, hopes to make drinking more desirable.

  • Participants have until the end of September to submit their ideas, the best of which will be developed and presented in November.

  • According to the campaign’s website, Japan’s alcohol industry is declining due to the country’s aging population.

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To boost its alcohol industry and economy, the National Tax Agency in Japan is holding a contest for participants to design alluring business proposals that will increase alcohol demand among the younger generation.

According to the “Sake Viva!” campaign’s website, the alcohol market in Japan is declining due to a significant factor: the older demographic of the country’s population. Drinking habits altered by the COVID-19 pandemic are also listed as a cause for the decline in alcohol sales.

“The domestic alcoholic beverage market is shrinking due to demographic changes such as the declining birthrate and aging population, and lifestyle changes due to the impact of COVID-19,” the website states. “In this project, by asking young people to propose their own business plans, we will appeal to young people for the development and promotion of Japanese alcoholic beverages, and at the same time, we will revitalize the industry by announcing excellent plans.”

To urge the younger generation to purchase more alcohol, the National Tax Agency is running a business proposal competition for all types of Japanese alcohol. The contest is asking those aged 20-39 for business ideas that will make drinking more appealing to younger people.

Participants must come up with promotional ideas, branding and plans involving artificial intelligence and have until the end of September to submit their proposals. The best plans will be developed with the help of experts, and the final proposals will be presented in November.

The campaign’s website states that overseas contestants may participate as long as the proposals are submitted in Japanese. If selected for the final round, the presentation as well as question and answers must also be done in Japanese.

While some praised the idea, many others criticized the campaign for promoting unhealthy habits.

“Ah yes, and later on develop long term liver problems and burden the healthcare system even more. Short term solutions with long term problems, love it,” one Twitter user wrote.

“What’s the link between drinking and economic growth? Are we not told that drinking too much would affect Brain cells and subsequently lead to mental disorders which would rather affect the younger population, and decrease productivity? Lol,” another user commented.


Featured Image: Masahiro Miyagi

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