The Japanese Government has launched a campaign with the hope of convincing its young people to drink more alcohol.
In an unprecedented scenario, the National Tax Agency is overseeing a campaign called “Sake Viva!”.
The aim of the campaign is to invite participants to submit ideas on how to stimulate demand among young people.
According to the competition’s website, the campaign is making use of new services, promotional methods, products, designs and even sales techniques using artificial intelligence or the metaverse.
“The domestic alcoholic beverage market is shrinking due to demographic changes such as the declining birthrate and aging population, and lifestyle changes due to the impact of Covid-19.”
The website said the competition aims to “appeal to the younger generation… and to revitalise the industry.”
CNN reports that finalists will be invited to an expert consultation in October, before a final tournament in November in Tokyo. The winner will receive support for their plan to be commercialised, according to the tax office.
With the government trying to encourage the youth to drink more alcohol, it’s understandable that not everyone is happy about it.
Strict restrictions kept bars, restaurants and clubs closed for longer than usual after the pandemic. This got the people of Japan to drink at home and now it has become a habit with lots of younger people choosing not to drink again at all.
Image credit: The Washington Post