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Japan’s National Tax Agency is urging the public to drink more alcohol as part of a new festival for young adults. The reason? Tax revenues from alcoholic beverages have declined in recent decades, with more and more young people in the country cutting or giving up alcohol altogether.
The contest, called Sake Viva!, is open to Americans or teams between the ages of 20 and 39. Organizers are asking applicants to submit a business plan that stimulates national demand for alcohol among a younger population.
The finalists will be judged in Tokyo on November 10 and the winner will get the implementation of their plan.
But the new contest has skyrocketed as it follows restrictions on alcohol in Japan in the wake of the COVID-19 pandemic.
“I think it’s a horrible idea,” bartender Suzumo Sakurai told CBS News correspondent Lucy Craft. “It’s like looking for other people to smoke more. “
He said Japan has a long culture of ties around alcohol, however, other people are starting to become wiser.
In a 2020 report, Japan’s National Tax Agency reported a 10% drop in tax profits from alcoholic beverages through 2019. According to the agency, points such as COVID-19 and demographic conversion have disrupted alcohol sales in Japan.
Non-alcoholic bars and low-alcohol drinks have won in Japan.
“I don’t worry about my health, but I would spend the money on smart meals,” one student told Craft.
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