Credit: Jeremy Bezanger/Unsplash/Reproduction
Japan is facing an unusual problem: young people are no longer consuming alcohol. That’s why the country’s government launched Sake Viva!, a campaign to encourage people to send suggestions on how to get young people to drink more.
The National Tax Agency, the body responsible for the initiative, is asking people to submit ideas to “stimulate demand among young people” through other services such as promotions, products, designs and sales techniques. The use of artificial intelligence or presence in the Metaverse is allowed, as CNN reports.
Applications for the submission of ideas are possible until September 9th. In October, the finalists are invited to a consultation with experts, and in November, the country holds a “final tournament” with the best proposals in Tokyo. Whoever wins will receive assistance marketing the plan, the IRS said.
The reason: young people no longer drink
Japan saw a dramatic drop in drink consumption during the pandemic as it ordered bars and public facilities to close to contain the virus.
In addition, declining birth rates, an aging population and postCovid19 lifestyle changes have forced alcohol tax revenues to fall sharply.
Although the country has seen an increase in domestic alcohol consumption, the young adult population appears to have stopped drinking. Only 7.8% of people in their 20s say they consume these types of beverages, compared to 30% of people in their 40s and 60s.
This affects the world’s third largest economy: alcohol taxes have always been an important source of revenue for the Japanese government. But they have declined in recent years. In 2021, Japan took in 1.1 trillion yen for alcohol more than 42 billion BRL at current exchange rates. The mound accounted for 1.7% of total tax revenue. In 2011 the sector reached 3% and in 1980 it was 5%.
