Japan urges its young people to drink more to boost economy

Japan’s young adults are a sober bunch – something authorities are looking to change with a new marketing campaign.

The younger generation drinks less alcoholic beverages than their than their parents — a move that has hit taxes from beverages like benefit (rice wine).

Therefore the national tax company has stepped in with a national competitors to come up with ideas to reverse the trend.

The “Sake Viva! ” marketing campaign hopes to come up with a strategy to make drinking more attractive – and boost the industry.

The competition asks 20 in order to 39-year-olds to share their business ideas to kick-start demand among their own peers – whether it’s for Japanese benefit, shochu, whiskey, beer or wine.

The group running your competitors for the tax specialist says new behaviors – partly created during the Covid outbreak – and an ageing population have got led to a decline in alcohol product sales.

It wants contestants to come up with promotions, personalisation, and even cutting-edge programs involving artificial cleverness.

Japanese media state the reaction has been blended, with some criticism concerning the bid to promote a harmful habit. But others have posted quirky ideas online : such as famous stars “performing” as virtual-reality hostesses in electronic clubs.

Contestants have got until the end associated with September to put forward their ideas. The best plans will then become developed with assist from experts prior to the final proposals are usually presented in November.

The campaign’s website says Japan’s alcohol market is usually shrinking and the state’s older demographic : alongside declining delivery rates – is really a significant factor behind it.

Current figures from the taxes agency show that individuals were drinking less in 2020 than in 1995, with numbers plummeting from 100 litres (22 gallons) a week to 75 litres (16 gallons).

Tax revenue from taxes on alcohol has also shrunk over the years. According to The Japan Moments newspaper, it composed 5% of complete revenue in 1980, but in 2020 amounts to just 1 . 7%.

The World Bank estimates that nearly a third (29%) associated with Japan’s population is usually aged 65 plus older – the highest proportion in the world.

Concerns about the future of sake is not really the only problem that will poses for Japan’s economy – there are worries about the supply of younger staff for certain sorts of jobs , plus care for the elderly in the future.