Japan’s youth are being encouraged to drink more and boost the economy after tax revenues on alcoholic beverages fell.
The Japanese government has launched a nationwide competition to revive an industry that is shrinking due to changes in demographics, lifestyle choices and Coronavirus pandemic.
Sake Viva by the country’s national tax authority! The campaign runs until September 9, asking people aged 20 to 39 to come up with ideas for new “products and designs” to “stimulate demand among young people”.
This includes strengthening Japanese alcoholic beverages such as sake (rice wine), beer, whiskey, wine or ale.
“The domestic alcoholic beverage market is shrinking due to demographic changes such as declining birth rate and aging population, and lifestyle changes due to the impact of the novel coronavirus infection,” campaign website said by the tax authorities.
“In this project, by asking young people to propose their own business plan, we will call on young people to develop and promote Japanese alcoholic beverages, and at the same time, we I will revive the industry.”
According to The Japan Times, taxes on alcoholic products accounted for 5% of total sales in 1980, but fell to just 1.7% in 2020.
“As working from home has made some strides during the COVID-19 crisis, many may question whether they need to continue their drinking habits with co-workers to enhance communication. “, an official at the tax office told the newspaper. .
“If the ‘new normal’ takes root, it will be an additional windfall for tax revenue,” they added.
