Governments are watching lucrative alcohol tax revenues dry up, as people drink less. In Japan, a plan to counter that trend is running into controversy.
The COVID-19 pandemic has hit Japan's alcohol industry hard, sharpening a long-running trend away from drinking. A new campaign sponsored by the National Tax Agency hopes to change that — but it's running into sharp criticism.The COVID-19 pandemic has hit Japan's alcohol industry hard, sharpening a long-running trend away from drinking. A new campaign sponsored by the National Tax Agency hopes to change that — but it's running into sharp criticism.
Japan's National Tax Agency is clearly concerned: It's taking an unorthodox approach to try to get young Japanese adults to drink more, in an online contest dubbed Sake Viva! The project asks young people to submit business plans to lure a new generation into going on the sauce, saying Japan's sake, beer and liquor makers are facing challenges that the pandemic has made even worse.Japan's alcohol consumption has been in a downward arc since the 1990s, according to the country's health ministry.
Coronavirus restrictions have kept many people from visiting Japan's izakaya businesses, and people simply aren't drinking enough at home, the tax agency said. "The domestic alcoholic beverage market is shrinking due to demographic changes such as the declining birthrate and aging population," as well as lifestyle shifts away from drinking, according to aNew products that reflect the changing times; sales that use virtual"AI and Metaverse" concepts; promotions that leverage products' place of origin — those are just a few of the ideas the site lists as ways to get Japan's young adults to embrace alcohol.
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