Japan's youth are being encouraged to drink more and boost the economy following a fall in tax revenues from alcoholic beverages
Japan's youth are being encouraged to drink more and boost the economy following a fall in tax revenues from alcoholic beverages.
The Japanese government has launched a nationwide competition to revitalise the industry which has been shrinking due to demographic changes, lifestyle choices and theThe country's national tax agency's Sake Viva! campaign, which runs until 9 September, asks people aged 20 to 39 to come up with ideas for new"products and designs" to"stimulate demand among young people".
"In this project, by asking young people to propose their own business plans, we will appeal to young people for the development and promotion of Japanese alcoholic beverages, and at the same time, we will revitalise the industry." Taxes on alcohol products accounted for 5% of total revenue in 1980, but shrunk to just 1.7% in 2020, according to The Japan Times.
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