‘Ridiculous’: backlash to Japan’s urging more sake drinking by young people to boost the drinks industry and economy
- The Japanese tax agency launched ‘Sake Viva!’, a contest for ideas to promote the drinking of sake by young people, as liquor sales and liquor tax revenue fall
- However, on social media, commenters suggested it was at odds with official advocacy of moderate drinking and that young people avoiding alcohol is a good thing
A campaign by Japan’s tax agency to prop up alcohol revenue by encouraging young people to drink up has met fierce backlash on social media, with users criticising the agency for dictating people’s lifestyle choices.
Brewers in the country have struggled to arrest a decline in alcohol sales due to more health-conscious consumers, an ageing society and changing tastes among the young. A sharp fall in alcohol sales at restaurants and bars during the Covid-19 pandemic has seen producers resort to promoting even lower-alcohol products, while rising inflation is further squeezing profits.
The “Sake Viva” hashtag on Twitter was filled with heated responses. One user called the campaign “ridiculous”, saying young people avoiding alcohol should be perceived as a good thing.
This sentiment was followed by others, some users noting the campaign appeared to be at odds with health ministry guidance that encourages moderate drinking.