Japan Urges Young People To Drink More

TO EACH HIS OWN –

Aug. 18, 2022 – The contest asks 20 to 39-year-olds to share their business ideas to kick-start demand among their peers – whether it’s for Japanese sake, shochu, whiskey, beer or wine.

The group running the competition for the tax authority says new habits – partly formed during the Covid pandemic – and an ageing population have led to a decline in alcohol sales. It wants contestants to come up with promotions, branding, and even cutting-edge plans involving artificial intelligence.

Japanese media say the reaction has been mixed, with some criticism about the bid to promote an unhealthy habit. But others have posted quirky ideas online – such as famous actresses “performing” as virtual-reality hostesses in digital clubs.Contestants have until the end of September to put forward their ideas. The best plans will then be developed with help from experts before the final proposals are presented in November.

The campaign’s website says Japan’s alcohol market is shrinking and the country’s older demographic – alongside declining birth rates – is a significant factor behind it.