Japan wants to convince young people to drink more alcohol

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In Japan, people of the younger generations tend to drink much less alcohol than the previous ones, with the result that in recent years the decrease in consumption has also led to a decline in tax revenues related to taxes on drinks. Now the Japanese government wants to aim to revive the sector and increase revenues through a particular initiative: a competition whose goal is to collect ideas to persuade young people to drink more.

The competition was presented by the Japanese Revenue Agency, it is called “Sake Viva!” and takes its name from the sake, the typical Japanese alcoholic drink derived from rice. It is aimed at people between 20 and 39 years old and asks them to propose projects, promotional initiatives and innovative strategies to encourage the consumption of alcohol among peers, both in public places and at home: not only sakebut for example also beer, wine, whiskey and shochua typical distillate.

The people participating in the competition have until 9 September to propose their ideas: then the best projects will be developed with the help of professionals and the final proposals will be presented in November.

According to the Japanese authorities, the decline in alcohol consumption and the consequent decrease in sales are linked to aging and the progressive decline of the population, due to the decline in births and less immigration, but not only; the coronavirus pandemic and the restrictions imposed to contain the spread of infections would have helped to change the habits of younger people with regard to the consumption of alcohol, making them consume less also due to the absence of meeting opportunities where traditionally drink together with Colleagues.

According to data provided by the Revenue Agency, in 2020 the Japanese drank on average 75 liters of alcoholic beverages per person, compared to 100 liters consumed in 1995. Also according to the Agency’s data, in 2020 the taxes on ‘ alcohol contributed 1.7 percent of annual tax revenue – a third from 1980. Beer sales in fiscal 2020, which ended in March 2021, fell 20 percent from the year previous tax.

Unsurprisingly, the initiative has aroused mixed reactions in the country. On the one hand, there are those who have criticized the competition, arguing that trying to increase alcohol consumption would mean encouraging a habit that risks damaging people’s health; on the other hand, there are those who have already proposed ideas in line with what encourages the same competition, for example using artificial intelligence systems to convince people to consume alcoholic beverages by exploiting the image of famous actresses in the virtual world of the metaverse.

– Read also: We’ve been drinking for a while

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About Banner Leon

Videogames entered his life in the late '80s, at the time of the first meeting with Super Mario Bros, and even today they make it a permanent part, after almost 30 years. Pros and defects: he manages to finish Super Mario Bros in less than 5 minutes but he has never finished Final Fight with a credit ... he's still trying.

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