Japan launches ‘Sake Viva!’ campaign urging younger population to drink more to boost economy

Name: Why some of Japan’s favourite ingredients are vanishing from restaurant menus
Uploaded: 2022-08-18T10:20:13.000Z
Duration: 3 min 29 s
Description: Why some of Japan’s favourite ingredients are vanishing from restaurant menus

National Tax Agency’s ‘Sake Viva!’ campaign is targeted at people between 20 and 39, urging them to drink more to help increase alcohol tax revenue

Average alcohol consumption in Japan has dropped 25 per cent over the last quarter century, while income from alcohol taxes has also declined

Reading Time:3 minutes

Why you can trust SCMP

Japan is calling on the nation’s young people to do their bit for the nation and drink more to help the economy. Photo: EPA-EFE

Julian Ryall

Published: 6:20pm, 18 Aug 2022Updated: 6:47pm, 18 Aug 2022

While many governments around the world would probably be delighted if their citizens drank less alcohol, Japan is taking a contrarian approach and calling on the country’s young people to do their bit for the nation and drink more.

The National Tax Agency (NTA) is running a campaign targeted at people aged between 20 and 39, inviting them to propose ways in which drinking can be made more popular for that demographic, Jiji Press reported.

The agency has launched the “Sake Viva!” competition for the best ideas for new products and alternative opportunities for opening a can or bottle, such as drinking at home.

The contest winners are due to be announced in early September, with the agency hoping the ideas that emerge from the booze brainstorming session help increase sales once more and, of course, increase the government’s tax income.

03:29

Why some of Japan’s favourite ingredients are vanishing from restaurant menus

The domestic drinks industry has welcomed the campaign, pointing out that consumption of alcoholic drinks in Japan has typically gone through fads of popularity but has been in general decline for several decades.