The Japanese government wants young people to drink more alcohol

First modification: 08/19/2022 – 13:08

By RFI Tokyo correspondent

The unusual campaign, dubbed SAKE VIVA!, or “Long live sake,” calls on people between the ages of 20 and 39 to submit ideas to help revive the popularity of various Japanese beverages such as sake, as well as whisky, wines and beer.

The campaign, which is carried out by a local advertising agency on behalf of the National Tax Agency, began last July and has been received with ambivalence, since in past years the Japanese government itself urged moderation in the consumption of alcohol by health reasons.

But Japanese manufacturers are suffering from a sharp decline in sales due to the trend among new generations to drink less spirits.

“The national market for alcoholic beverages is shrinking due to demographic changes, such as the declining birth rate and aging population, and changes in lifestyle due to the impact of Covid-19,” the website says. . This contest, the site adds, seeks to “attract the younger generation… and revitalize the industry.”

On the other hand, alcohol consumption fell during the COVID 19 pandemic due to the continuous closure of bars and restaurants.

According to industry sources, in fiscal year 2020 tax collection in Japan from liquor sales fell by 13% compared to 2016.